BECOME A STOCKIST
Why perfectly usable fabric ends up surplus in fashion & textiles production
Have you ever wondered how tonnes of new fabric can be discarded as waste despite its quality? The reality is stark - fashion production practices are built around excess and overconsumption.
In traditional garment manufacturing, brands and factories often purchase extra fabric, anticipating design changes, errors in production, or even just to meet bulk-order discounts (Business of Fashion, 2022). Often, this excess goes unused. Seasonal trends shift rapidly, and if demand doesn't meet forecasted sales, this fabric instantly loses its commercial value to manufacturers.
Fabric may become surplus due to production errors or discrepancies in quality checks, even if the flaws are minor or superficial – perfection is demanded. The fabrics remain entirely suitable for alternative purposes, yet they are often discarded due to logistical convenience or brand guidelines (Forbes, 2021).
Circular Living champions the idea of viewing surplus fabric as a resource, not waste. Redirecting this excess material into purposeful products, like our timeless homewares provides a sustainable pathway that benefits businesses, consumers, and the environment.
Why deadstock fabric is an environmental issue
Deadstock fabric, which is the term widely used for the unsold or unused material leftover from textile manufacturing and fashion production, poses a significant environmental issue. Each year, millions of metres of perfectly usable fabric end up in landfills, unnecessarily contributing to waste and pollution. But why is this happening?
The core of the problem lies in fashion’s rapid production cycles. Brands often over-order fabrics, anticipating future demand. If a design changes, or if anticipated sales do not materialise, the leftover textiles - called "deadstock" - are considered waste, even though they're brand new, high-quality, and perfectly usable.
Environmental implications of deadstock fabric are immense. Producing textiles requires vast resources, many not immediately obvious such as water, energy, chemicals, and land.
To produce one kilogram of fabric, it's estimated that roughly 20,000 litres of water can be used, along with significant CO₂ emissions from manufacturing (Ellen MacArthur Foundation, 2021). When fabric is wasted, all these resources are wasted too.
Additionally, synthetic textiles - such as polyester - do not biodegrade easily, releasing microplastics and chemicals into the soil and waterways when dumped in landfill sites, further contaminating ecosystems (The Guardian, 2021).
Circular Living believes that recognising and tackling the issue of deadstock fabric is crucial for moving toward sustainable fashion and a healthier planet. By repurposing this surplus into new products, we can drastically reduce waste and environmental harm. Which is where our dog beds and homeware range came from.
Did you see Circular Living featured in the Telegraph ‘recommended dog beds?
Our popular Cooper dog bed made the cut after being tested by some four-legged friends, and their opinion is the one that matters right?
We understand that the human tester was a little disappointed that Cooper only comes in one colour - however that is intrinsically linked to our mission - we use deadstock fabric. To ensure the Cooper is as planet friendly as possible we have what we like to call limited edition colours and when they sell through we will go out to textile buyers and mills to find a replacement deadstock fabric. You can be assured it will always be a timeless, classic fabric that fits seamlessly into any home, but also know that you are helping us in our mission to find end-markets for deadstock.
Plus, if Cooper isn’t your colour we do have Billy which is a grey/brown fabric with a subtle jacquard check weave to the durable double cotton mix and as the testers commented that soft and supportive inner.
Thanks again to The Telegraph and their four-legged reviewers!
Introducing the Natural Throw: A Timeless Blend of Comfort and Sustainability
It is our mission to find a market for unwanted textiles and fabrics. Circular Living is delighted to unveil our latest addition to the home collection - the Natural Throw. Crafted from 100% recycled wool, this eco-conscious blanket embodies our commitment to sustainable living while offering unparalleled comfort.
Evoking feelings of nostalgia, our timeless warm recycled blanket is made from 100% recycled wool. Edged in 100% cotton ribbon and zig-zag stitching in a contrasting latte colour to make it durable for any beach day, cosy night in or swaddling loved ones, this delicate off-white colourway will fit in any interior.
Measuring 150cm x 200cm, the Natural Throw is generously sized to provide warmth and coziness for any occasion, be it a beach day, a cozy night in, or swaddling loved ones. Its delicate off-white hue seamlessly complements any interior décor, adding a touch of understated elegance to your living space.
Handcrafted in Bulgaria, each throw reflects meticulous attention to quality and sustainability, what’s more even though it is 100% wool it can be laundered at 30 degrees – meaning it teams durability with comfort.
Embrace the perfect fusion of nostalgia, comfort, and eco-friendly living with the Natural Throw - now available for £89.00. Experience the warmth and sustainability that define Circular Living.