Introducing Reflo – and how they work in a circular economy

With the continuous rise of our planet’s looming sustainability issues, working in a circular economy has begun to spark a sense of urgency in environmentalists and businesses alike.

A circular economy is where products can be recycled in a closed-loop system, which means there is less need for virgin raw materials.

This is particularly important for businesses in the fashion industry, as so much clothing ends up in landfill.

How does a fashion brand navigate and work in a circular economy?

Reflo, a UK-based apparel company co-founded by Rory MacFadyen in November 2021, produces eco-friendly sportswear from recycled plastic bottles, including polos, hoodies, trousers and caps. It’s a great example of a business dedicated to working in a circular economy.

It has since recycled the equivalent of 505,562 plastic bottles, planted 41,601 trees globally, and are working with Ecologi and the Eden Reforestation Project to plant one million more trees within the first five years of its business operating – and offset 368 tonnes of carbon.

What is it like working in a circular economy??

In January, the fashion brand unveiled its new 2024 spring/summer collection, which is predominately made from recycled polyester, using 50% less energy and producing 70% less carbon than virgin polyester.

It features 32 pieces, including the Bohai 2.0 polo shirt, which is the first product using their new Reloop initiative.

“We have just launched our circular apparel system called Reloop. Our Reloop-certified products can be mechanically recycled post-use,” says MacFadyen.

“It’s still a very new thing in the apparel industry, so it can be a big challenge educating people about what it is and why it’s important. It is also tricky to create the products themselves, as they have to be designed and produced in very specific ways.”

Currently, their best-selling polo, the Bohai, is certified as circular, but they hope to have seven products by the end of the year.

What processes are involved?

In a circular economy, processes like maintenance, reuse, refurbishment, remanufacture, recycling and composting are used. “It starts in the design phase – we have to ensure products are designed in a way that can be recycled. This then goes through into product development, ensuring the products are constructed in a way that can be recycled, whilst working with the Circular Textiles Foundation to certify the same,” says MacFadyen.

“We do this by ensuring Reloop garments are mono-fibre, with 100% of the product made from one form of recycled material. Mono garments are garments that use a single material in the composition of the product.

“Every aspect must be considered, including the main fabric, lining, and the trims and labels. Any contaminants like elastane mean the garment cannot be recycled through a mechanical recycler.”

How have you managed and monitored it?

There is a landing page on Reflo’s website where people can go and read more about Reloop, and start the recycling process.

“Once we confirm the product is eligible for recycling, we send the customer a shipping label, so they can send the product back through a carbon offset delivery. Once we receive them, we mechanically recycle the garments back into RPET [recycled polyethylene terephthalate],” he adds.

“It’s fully automated as part of our returns system. Our customer service team are available to liaise with customers should they have any questions.”

What’s been the positive impact on your business?

“It is allowing us to continue our mission to be the most sustainable performancewear brand in the world. It’s a lot better for the environment and stops clothing ending up in landfill,” says MacFadyen.

“It isn’t easy, and you have to fully commit time, resources and money. It’s unlikely to make you more profitable, but do it because it’s the right thing to do, not to try and make more money.”

In ESG news this week:

• Shareholder activists are calling on Nestle to reduce its reliance on selling unhealthy food products containing high levels of salt, sugar and fats.
• Greenpeace is urging the Government to invest ￡6 billion a year to make homes warmer, improve health, cut bills and tackle climate change.
• Efforts to make the UK resilient to the impacts of climate change fall “far short” of what is needed, independent advisers have warned.
• Welsh Water has been ordered to pay nearly ￡40 million to customers after the industry watchdog found the firm misled them over its record of tackling leaks and saving water.
• The UK is one of the most nature-depleted countries in the world and faces irreversible decline without urgent political action, WWF has warned.

Find out more about our ESG offering here: https://go.pa.media/l/314511/2022-11-07/l91tq

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