Debrand: Helping Brands Unlock Untapped Product Potential

In our modern world, products are literally at our fingertips, a convenience with a serious consequence: we’re producing far more than we can responsibly manage. The materials are at our disposal; now, we just need brands to cycle them back into production. 

We spoke with Amelia Eleiter, Co-Founder and CEO of Debrand, an organization that is helping brands rethink how they design, use, and repurpose products to support their mission of maximizing the value of the world’s finite resources by embracing circular economy principles.

What inspired Debrand to engage in circular economy initiatives? 

Debrand’s journey into circular economy initiatives began with a pivotal moment in 2008. While I was on a volunteer mission in Sri Lanka, my co-founder, Wes Baker, came to visit, and we were shocked by the sight of branded waste floating in otherwise pristine waters. We saw a tremendous opportunity for companies to take more responsibility for the products they were putting out into the world, and this motivated us to take action. 

When we returned home to Vancouver, we began discussing how brands could do better, not just in terms of their impact on the environment but also in reclaiming the value of their discarded products. This realization became the foundation for Debrand. 

Our mission is to maximize the value of the world’s finite resources by embracing circular economy principles. By keeping materials in use for as long as possible, we reduce waste and help brands rethink how they design, use, and repurpose products. Through tech-enabled sortation processes and strategic partnerships, we find opportunities for reuse, recycling, or responsible disposal, and circular textile innovations that ensure every item fulfills its potential. 

In many ways, our work at Debrand feels like an extension of the values that have always guided us. It’s about honouring the natural world, embracing efficiency, and striving for excellence in everything we do. Most importantly, it’s about leaving a legacy of sustainability and stewardship for the next generation. The path to a circular economy is challenging, but it’s also incredibly rewarding. 

What do you consider to be your biggest circularity success? Can you share any stories of the impact your work has had that have surprised you? 

One of our biggest successes has been simply staying in business for 17 years. Very few businesses in this industry achieve this milestone, especially in such a nascent and evolving space. Over this time, we’ve had the privilege of unlocking scalable circular solutions for the apparel industry and working with some of the most notable brands and solution providers in North America. It’s been incredibly exciting to contribute to shaping their thoughts and processes, inspiring them to do more and better things with their products. 

A standout example of our work is our sister company, ReitenRight. We identified damaged yoga mats that would otherwise be discarded and found a completely new application for them in the equestrian industry. It was surprising to see how well the material’s attributes translated to solving a different problem in a completely new context. This creativity — seeing potential where others see waste — is at the heart of circularity. It’s about extracting value and extending resources into new applications beyond our usual boundaries. 

These moments remind us of why we do what we do: to innovate, inspire, and prove that sustainability and profitability can go hand in hand. 

How do you feel that transitioning to the circular economy will benefit Canada and the world? 

The way our world operates today is unsustainable. We’re depleting resources at a rate that’s harming the planet and the people who live on it, and we’re producing far more than we can responsibly manage. We already have more than enough materials to work with if we start cycling them back into our production streams instead of letting them go to waste after one use. 

Transitioning to a circular economy isn’t just the right thing to do for the environment and our communities — it’s becoming a business imperative. By embracing circularity, Canada and the world can reduce dependency on volatile global supply chains and foster greater regional resilience. Recent disruptions, from geopolitical conflicts to port labour strikes, show how vulnerable our current systems are. By keeping materials in use and focusing on regionalized production and distribution, we’re not only reducing waste but also building a stronger, more resilient economy. It’s a forward-thinking approach that can provide businesses with a strategic advantage in an increasingly uncertain world. 

What are some of the challenges you typically face working in the circular economy space? 

One of the biggest challenges is how new and constantly evolving the circular economy space is. Things change rapidly, whether it’s new technologies, regulatory updates, or shifting market expectations. For our team, that means staying informed and adapting quickly, but it’s also a unique opportunity to help shape the future of the circular economy, especially by contributing to the development of government policies and industry standards. 

Another challenge is making the business case for circularity. Right now, many organizations see sustainability initiatives as a cost rather than an investment or a way to future-proof their operations. Most of our current systems weren’t built with circularity in mind. Implementing these changes requires significant collaboration across functions: operations, finance, supply chain, and more. Without cross-functional alignment and a commitment to embedding circularity as a core business objective, scaling these efforts remains a significant hurdle. 

Are there any upcoming initiatives or projects related to the circular economy you’d like to share? 

We’re really excited about the technology innovation work we’re leading to help valorize pre- and post-consumer garment streams, both through software and hardware advancements. Our research and development in this area have shown exciting progress, particularly in driving efficiencies for more complex projects where product identification and pre-processing are key. 

We’re also diving into more pilot projects with our brand and solution partners to better understand the barriers we need to overcome in order to achieve this. These innovations are helping us drive efficiencies and lay the groundwork for scalable circular solutions, making it easier to close the loop on materials and advance the circular economy in the apparel, fashion, and textile industry.  

What can people do to help spread the word about or take action toward advancing the circular economy in Canada? How can they support your mission? 

Advancing the circular economy in Canada requires collective action, and there are many ways people can contribute to this important mission. First and foremost, demand transparency from all businesses and players involved in the industry — from brands to sorters to solution providers. Ask questions about how products are made and where they go when you’re done with them. Being intentional about your purchases can make a big difference. 

We live in a world where we have too much stuff and buy too many things. One of the most impactful actions you can take is to buy less, and when you do buy, choose high-quality items that will last. Explore secondhand markets first whenever possible. Supporting reuse and extending the life of products is a cornerstone of the circular economy. By adopting these habits, you’re not only reducing waste but also encouraging businesses to prioritize sustainability. Your choices send a powerful message. Together, we can build a system where resources are valued, waste is minimized, and the environment is protected for generations to come.

This story was featured in the Circular Economy Magazine: