INTHEBLACK February 2025 - Magazine - Page 26
F E AT U R E
“Seamless is the world's first circular product stewardship
scheme and while we are making progress in addressing
clothing waste, this is a global issue, and we are part
of a global supply chain. It’s important to recognise that
no organisation or nation has got this nailed. If it was easy,
it would already be done.”
AINSLEY SIMPSON, SEAMLESS
purchasing power of consumers is so
powerful. There are more and more people
who won't support companies that don’t show
their ESG efforts,” says Rachel Reilly, national
manager at Ethical Clothing Australia.
Additionally, investing in sustainable
technologies and practices can lead to cost
savings through improved efficiency and
reduced waste. There are significant moves
being made in Australia to change the
way both consumers and brands approach
fast fashion.
Some examples include Cotton On, which
produces The Good Report each year detailing
its sustainability responses and outcomes, and
Country Road, which has a clearly articulated
strategy around sustainable sourcing and use
of cotton.
COLLECTIVE APPROACH NEEDED
In Australia, where shoppers buy an
average of 53 garments each per year,
almost 200,000 tonnes of clothing ends
up in landfill.
Yet, efforts are underway on various
fronts. Brands are increasingly adopting
circular business models focused on reuse,
repair and recycling. Schemes where
companies collect old clothes for fibre
recycling or repurposing are also becoming
more widespread, and consumers are
embracing second-hand shopping (or
‘recommerce’) and clothing rental services.
Nevertheless, lasting change needs to
be driven by a collective effort, says
Ainsley Simpson, CEO of Seamless,
Australia’s clothing product stewardship
scheme. Greater industry-wide collaboration,
consumer awareness and systemic change
in production and consumption practices
are all crucial to address the negative impact
of something everyone takes part in, one
way or another.
26 INTHEBLACK February 2025
“Seamless is the world’s first circular
product stewardship scheme and while
we are making progress in addressing
clothing waste, this is a global issue, and
we are part of a global supply chain.
It’s important to recognise that no
organisation or nation has got this nailed.
If it was easy, it would already be done,”
she says.
Seamless aims to change the industry’s
approach to clothing production, use, reuse
and recycling. The goal is to achieve clothing
circularity by 2030, with 60 per cent of the
industry onboard to divert 120,000 tonnes
of end-of-life garments from landfill by
2027. After starting with just eight founding
members, it now includes more than 70 major
clothing brands, including an increasing
number of uniform and work-wear brands.
“Our members are committed to taking
genuine responsibility for their products’ life,
which means that sustainability is actually
integrated into the way in which that
organisation operates across all of its
financial protocols, governance and
decision-making procedures.”
COUNTING THE COST
Senior finance leaders are recognising
that investing in ESG initiatives can
lead to long-term profitability. Australian
activewear business Lorna Jane joined
the Seamless scheme early on. CFO
Fiona Hochmuth FCPA says while
initial costs may be high, the adoption of
sustainable materials, ethical labour practices
and energy-efficient technologies can reduce
risks and enhance brand loyalty.
“There is the need to balance profitability
with sustainability, as competitive markets
put pressure on pricing,” she says.
“The key financial challenge lies in
the upfront investment required for
