Highly aware that designers play a vital role in determining a product’s cyclability, ASOS has pledged to deliver circular design training to its designers as part of its 2020 Circular Fashion System Commitment targets.
Circulating garments back into the system is difficult if circularity is not an integral part of the initial design process, which means empowering designers to incorporate circularity early on is crucial. To make this possible ASOS, in partnership with the Centre for Sustainable Fashion (CSF) at London College of Fashion, has created a bespoke course to engage its designers in pioneering circular design techniques and best practices. The aim is to design products that take their entire lifecycle into account.
In June 2018 the circular design training programme kicked off with a pilot project that ushered 15 members of the ASOS design team through half-day workshops, discussions and drop-in sessions. They explored concepts, case studies and practical circular design applications with researchers and designers from the CFS team. ASOS Retail Academy now offers the programme on an ongoing basis.To date 93% of ASOS’ design team (116 people) have attended the Circular Design 1course and 49% (60 people) the Circular Design 2course, with numbers growing monthly.