Clean fashion, contaminated cotton, and the path to a healthier circular industry
- Anna anna@beamberlin.com
- May 8
- 3 min read
As the fashion industry continues its journey toward sustainability, a growing focus has emerged on the hidden impact of materials and chemicals in our clothing. From consumers increasingly concerned about what touches their skin, to brands investing in more responsible materials, the momentum behind clean fashion is growing. At CIRQUEL, we’re proud to support this shift— throughout an extension on the entire lifecycle of a garment.
1. The Rise of Clean Fashion — and the Chemicals We Wear
In her article “Is ‘Clean’ Fashion About to Have a Moment?”, journalist Allison Prang highlights a growing group of brands focused on producing clothing without harsh chemical finishes or toxic synthetics. These companies, including Cottonique and designers like Don Kaka, are responding to health-conscious consumers seeking breathable, skin-kind fabrics.
This isn’t just about comfort—concerns around PFAS, BPA, and other “forever chemicals” commonly found in fashion are mounting. These substances have been linked to serious health risks like endocrine disruption and cancer. Author and advocate Alden Wicker calls for greater transparency, noting that fashion shares many of the same chemical concerns as the food and beauty industries.
As brands begin to focus on cleaner inputs, CIRQUEL steps in to maintain that integrity during reverse logistics. When handling returns or preparing garments for resale and rental, cleaning protocols are crucial. We work to ensure that items re-entering the market are clean, fresh, and safe for their next owner—supporting both brand trust and customer well-being.
2. Cotton’s Complex Footprint — Is Organic the Answer?
Cotton remains a foundational fibre in fashion, especially in basics like T-shirts and jeans. But as journalist Sarah Kent details in “The Brewing Controversy Over the Cotton in Your T-Shirt”, the methods used to grow and certify cotton can vary dramatically in impact.
Some of the world’s largest fashion companies have re-evaluated their use of widely adopted certification schemes after investigations uncovered links to environmental damage and social harm. In response, many brands are shifting to organic and recycled cotton, which are seen as more environmentally sound—though their sourcing remains limited and complex.
Experts like Crispin Argento and Marzia Lanfranchi warn that traceability remains a major challenge, and sudden spikes in “organic” cotton usage should prompt scrutiny. At CIRQUEL, we recognize how critical it is to preserve the value of responsibly sourced materials through the full product lifecycle. That’s why our infrastructure is designed to extend garment life locally and transparently, avoiding unnecessary waste and maintaining consumer trust.
3. CIRQUEL: Clean Logistics for a Cleaner Fashion Future
Clean fashion doesn't stop at the point of sale—it requires a circular system where clothing can be returned, refreshed, and re-loved responsibly.
At CIRQUEL, we enable brands to close the loop with AI-supported quality forecasting, a smart inspection app, and a locally rooted logistics network that allows for efficient repurposing, resale, and rental. We work with brands to process returns in just a few days, rather than the weeks-long industry average.
This isn’t just about speed—it’s about maintaining the value of garments made from cleaner, better materials, and ensuring that each product can find its next owner in the best possible condition.
Together with forward-thinking fashion companies, CIRQUEL is building a future where sustainability and circularity go hand in hand—from first wear to next life.
📣 Interested in sustainable solutions for fashion logistics?🌿 Discover more at www.cirquel.co
👉 Original sources:
Is ‘Clean’ Fashion About to Have a Moment? by Allison Prang
The Brewing Controversy Over the Cotton in Your T-Shirt by Sarah Kent
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