Circular Threads: Redefining Fashion’s Impact on the Planet

"Model showcasing a sustainable ikat pattern t-shirt by Ametou, blending style and eco-consciousness in fashion."
Unlock the power of circular fashion with Ametou. Join us in reducing waste and creating a sustainable future for fashion

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Although clothing started as a practicality, nowadays fashion is more associated with glamour and style. And with it comes a darker side that many chose to ignore. Being circular fashion one of the most compelling solutions to that problem

Fashion is one of the most polluting industries in the world. Accounting for 2.1 billion Tonnes of C02 emissions per year, mostly because of the cheap materials and the toxic dyes they use to manufacture clothes on a large scale.

The rest falls down to waste and an immense amount of water that is required to produce a single piece of clothing. Because of this, it is imperative that the fashion industry takes action when it comes to its carbon footprint.

Circular threads

A circular system is a closed loop in which materials and products are used, reused, and recycled in order to create new ones. In such a system, waste is easily reduced and so is the impact on the environment.

A circular system requires products to be designed for repurposing. Because of this, we can see circular systems already gaining popularity in the fashion industry. Mainly, as a way for brands to reduce their environmental footprint. And Ametou is a sign of this coming change.

One example of an integrated circular system would be that of rental clothing. Where people instead of buying new clothes, rent them for periods of time. This model reduces the need for new production, it minimizes waste, and still allows customers to stay on top of the latest fashion trends. However this is a very basic type of mode and it does not address the largest problems of the fashion industry.


There are other circular models that make better use of existing products and materials. And we as a brand are actively taking part in models as such. This upcoming summer we are releasing a new line of jackets that combine two key concepts in the world of circular threads.

Our new collection makes use of upcycling coupled with “deadstock”. And so, we provide a timeless look and incorporate beautiful Moroccan patterns while keeping our carbon footprint in check.

Upcycling refers to the use of older pieces of clothing to create new ones by cutting or stitching them together. The concept of “deadstock” plays a key role in this process as it refers to using spare textiles or garments that are no longer for sale but remain in inventory. As we can see upcycling can be considered to be at the top of the reusability pyramid. Especially when coupled with the use of deadstock materials, but the benefits don’t end there.

By upcycling pieces we can ensure that you are getting a final product you have never seen before. The use of deadstock forces the creativity out of our designer and founder. It incentivizes her to come up with innovative ways to implement these textiles that have no longer use in the traditional clothing industry.

Closed loop chains

In addition to rental models and upcycling, there is other aspects of circular fashion that can be implemented. Traditionally, the fashion industry operates on a linear model where materials are sourced and eventually disposed of once they no longer have a use. And it is because of this that so much waste is generated in the industry.

However, with a closed-loop supply chain, materials are carefully selected and sourced from sustainable and renewable sources. And once the product reaches the end of its lifecycle, it can be disassembled and its components be reused or recycled. This ensures that the extraction and use of the raw materials had a minimal impact on the planet.

Patagonia is a well-known clothing brand that has successfully implemented a circular supply chain through its Common Threads Initiative. The main idea is to encourage consumers to return their used products so that they can be repaired or recycled.

Designing for Circularity

Another important aspect of circular fashion is that products should be designed for circularity. This involves designing products with the intention of facilitating reuse, repair, and recycling. By considering the end-of-life of a product at the design stage, brands can better prepare and make it easier for themselves to extend the lifetime of the materials used.

A renowned brand that tries to apply this principle is Levi’s. Levi’s offers a repair service for their jeans, so while the jeans themselves do not have a special design. The design of the service is so that the lifespan of the product is extended and thus waste is reduced.

Ametou’s Role

As a brand we are committed to implementing these circular systems into our manufacturing process. That is why this upcoming summer we are releasing a new line of jackets as previously mentioned. The main goal is to have Europe-made products that are in accordance with our values while staying on top of fashion trends.

But we are not stopping there, although we believe in sustainability and environmentally conscious solutions to the challenges of our industry. We are also committed to building a sense of community and empowering women.

That is why with this coming release we are again partnering with the Saheli women in India. So that we can bring a unique look to upcycling and make sure that we are still providing that special look that differentiates Ametou from other brands.



It has been established that the fashion industry has a significant impact on the planet, but as we learned it doesn’t have to be that way. Circular systems can help us redefine the impact of the fashion industry on the planet and reduce waste.

We have not only seen successfully implemented systems in other brands, but we have learned about how Ametou is committed to take part in this initiative. And we have also discussed the many benefits that this can have for companies and customers alike.

As consumers, we can also play a role in supporting this transition by choosing brands that are committed to the environment and have clear plans on how to reduce their carbon footprint. So together, we can create a more sustainable future for the fashion industry and the planet

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