SAS Classic Hoody

The way the clothing industry works right now, if we think about it, is a system.

We’re taking resources out of the ground – turning them into products, which are sold and worn, and when people are finished with them they’re just thrown in the bin, that’s it – we’re taking resources and creating waste.

So this year, over 100 billion items of clothing will be made, yet a truck full of textile waste will be burnt or buried every second.

Lots of people talk about how repairing things, donating to charity shops or buying less will fix it, but if you think about it that doesn’t actually change the end state – they’ll still end up in the bin eventually. It’s the system itself that’s the problem.

That’s why our new hoodies are a little different.

They’re part of the world’s first truly circular system. They’ve been made the right way – using the certified organic cotton in a factory powered by renewable energy, but most importantly they’ve been designed from the start to be returned to their factory when they’re worn out. Here they’ll be remade back into new clothing, again and again and again – so there is no waste.