A stitch in time : Let's talk about repair with Emily Rea

Dive in for an interesting discussion on the key concept of repair and its immense potential, Emily's entrepreneurial journey and her valuable insights for entrepreneurs

As the discourse around sustainable fashion continues to bloom, a gaping hole persists – the chasm between our yearning for eco-conscious clothing and the reality of garment repair. Consumers flock to resale platforms and take-back programs, hearts set on minimising their environmental footprint. Yet, the prospect of clothing repair often looms as a costly, time-consuming, and logistically fraught endeavour. This disconnect between intention and action threatens to stall progress towards a truly sustainable fashion ecosystem.

With this disconnect and questions around it in mind, I sat down with Emily Rea, a true trailblazer in the industry. Emily previously co-founded The Restory, a company dedicated to aftercare for luxury fashion, and now leads as the Founder and Chief Commercial Officer at Circulo, a cutting edge tech platform that connects brands with repair specialists. Emily helped me understand the evolution of various sustainable fashion business models, and helped me gain valuable insights from her inspiring entrepreneurial journey to be able to advice entrepreneurs better.

Why Mending Matters

Both of us are doing our bit in our respective professions, Emily, as a marketing and brand strategist and I, as an IP & Tech lawyer, to contribute to the making of a circular economy in fashion. A model that aims to keep products and materials in use for as long as possible.

And because repair and aftercare services are essential components of a circular economy in fashion, our conversation began by delving into the environmental imperative of - repair. We all know that fashion's reliance on constant consumption has resulted in mountains of textile waste and increased environmental pollution globally. And Emily firmly believes that extending a garment's lifespan through repair directly combats this issue. Instead of ending up in landfills, clothes get a second life, reducing the demand for new production and lessening the fashion industry's environmental footprint.

But can repair be good for business? Because in my understanding, traditionally, brands thrive on selling new items. Wouldn't promoting repair cannibalise those sales? Emily shared some fascinating insights on this point with me that cleared my misconception about repair not being good for sale. She said that on the contrary, luxury brands, known for their high-quality, durable pieces, are embracing repair services like never before. Burberry, Louis Vuitton, and Gucci are just a few examples, demonstrating a growing commitment to aftercare. Resale platforms like The RealReal are also recognising the value of repair in enhancing the quality and lifespan of pre-owned garments. This trend extends beyond luxury, with companies like Bleckmann and Suay experiencing significant growth in the repair and re-use sector, indicating a strong market demand for these services. As an ardent enthusiast of Tech for Good, I am here to support the development of more cutting edge tech that supports repairs.

An example of the future of accessible repair : Circulo

Discussing about this need to have more tech in this segment, our conversation then shifted to Circulo, Emily brand new brainchild. Circulo is the first global software to power repair, alterations and up-cycling. It essentially acts as a bridge, connecting brands with repair specialists at scale. It is indeed a brilliant idea as it is a user-friendly platform that allows brands to customise repair solutions to their specific needs. Whether they choose to manage repairs in-house, collaborate with a network of vetted specialists, or utilize a hybrid approach, Circulo is designed in a way that it facilitates a seamless experience. This flexibility empowers brands to tailor their repair offerings to their target audience and strengthen their brand identity.

Leveraging data

Emily adds that, it is important to note that Circulo goes beyond streamlining workflows and tells me more about their data-driven strategies. The platform boasts of a robust data management system, giving brands valuable insights into their repair programs. This data allows brands to track repair trends, identify areas for improvement, and ultimately optimize their repair offerings. For instance, a brand might discover a surge in requests for zipper replacements or handbag relining. Armed with this knowledge, they can proactively stock the necessary materials and resources, ensuring efficient turnaround times for these popular repairs.

Building a sustainable future requires collaboration as I have emphasised many times before, and Circulo looks like the perfect example of clean-tech, that fosters partnerships between brands, repair specialists, and consumers. Brands gain access to a network of skilled professionals, while repair specialists benefit from increased visibility and a steady stream of repair requests. Ultimately, consumers emerge as the biggest winners, with access to convenient and reliable repair services that extend the lifespan of their beloved garments.

Further, we know that transparency in communications and overall compliance are crucial aspects of sustainable fashion. With increased scrutiny on environmental and ethical practices, Circulo equips brands with the tools they need to navigate this evolving landscape. Their secure data management system ensures brands maintain accurate records and adhere to relevant regulations.

AI Integration

The future of Circulo is brimming with exciting possibilities. Imagine AI-powered systems that can diagnose garment issues, recommend repair strategies, and even generate quotes! These advancements could further streamline repair workflows, enhance the customer experience, and make repair even more attractive for both brands and consumers.

Circulo's innovative platform offers a compelling solution for brands seeking to integrate repair programs into their sustainability strategies. With its user-friendly interface, data-driven insights, and commitment to collaboration, Circulo empowers brands to not only embrace repair but leverage it as a tool for customer engagement and brand loyalty. As Emily emphasises, repair isn't a threat to new product sales; it's an opportunity to build stronger relationships with customers and create a more sustainable future for fashion.

Mending the disconnect between eco-conscious clothing and repair

But Circulo is just one piece of the puzzle. Emily and I, both being professionals in this field, are in complete consensus on the fact that creating a culture of repair requires a collective effort.

Consumers need to move away from a buy new mentality and value the lifespan of their existing garments. Learning basic mending techniques and seeking out repair services are small steps with big impacts.

Brands also have a role to play. They can actively promote repair as a viable option through clear communication about repair services on their websites and in stores. Loyalty programs with repair incentives or discounts on repairs alongside cleaning products or care kits can further encourage consumer participation.

Emily’s advice for entrepreneurs in sustainable fashion is invaluable. She says it’s vital to focus on quality materials, thoughtful design, and skilled craftsmanship to imbue value in garments. Start small, collect data, and measure both the business impact and the environmental impact of your initiatives and don't be afraid to experiment and focus on a specific product or service to demonstrate its viability. Explore up-cycled materials and resale models, incentivising responsible care to extend clothing lifespans within these cycles. And before anything else is it important to always remember that sustainability goes beyond production i.e.- cultivate conscious consumption for long-lasting fashion.

In my opinion, sustainability and tech lawyers like myself, can significantly contribute to repair with their expertise. It is essential to engage a lawyer to draft iron-clad contracts for tech-platforms like Circulo, navigate the murky waters of intellectual property (IP) to ensure legal repairs, and fight for "Right to Repair" laws. Their legal expertise can pave the way for a robust and accessible repair culture in fashion, making a novel platform like Circulo's mission a reality. It is also incumbent upon lawyers to generate more awareness within the industry and back legislations that promote transparency in the system. Discussing, explaining and advising on upcoming legislation such as the EU's "Ecodesign Regulation" with key features such as establishing a digital product passport, could help brands with their mandatory compliance. Since there is a paucity of experts with a solid understanding of regional legislations and their global repercussions, it is even more imperative for those of us working in this space, to do our bit for upcoming as well as established brands to move towards a more circular model.

Finally, advocacy groups and policymakers can play a vital role in creating a supportive environment for repair. Streamlining access to spare parts, promoting repair training programs, and offering tax breaks to businesses that invest in repair infrastructure are just a few examples of ways policymakers can contribute to a future where repair thrives.

The path to a sustainable fashion industry is a collaborative effort, with repair as a cornerstone. By working together – consumers, brands, policymakers, platforms like Circulo, professionals like Emily and I - we can transform repair from a neglected afterthought into a cornerstone of a more responsible and eco-conscious fashion ecosystem. Let's mend the disconnect, stitch a brighter future together, and ensure fashion flourishes for generations to come.