< PreviousI n our modern world, products are lit- erally at our fi ngertips, a convenience with a serious consequence: we’re producing far more than we can re- sponsibly 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 fi nite 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 fl oating 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 reclaim- ing the value of their discarded products. Th is realization became the foundation for Debrand. Our mission is to maximize the value of the world’s fi nite 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. Th rough tech-enabled sortation processes and strategic partnerships, we fi nd opportunities for reuse, recycling, or responsible disposal, and circular textile Debrand Empowering brands to unlock the potential in their untapped products ● Wes Baker (left) and Amelia Eleiter (right) in the Debrand warehouse. 50 CIRCULAR ECONOMY MAGAZINEOur mission is to maximize the value of the world’s finite resources by embracing circular economy principles. ● ReitenRight equestrian fl ooring. APRIL 2025 • ISSUE 01 51innovations that ensure every item fulfi lls its potential. In many ways, our work at Debrand feels like an extension of the values that have always guided us. It’s about honour- ing the natural world, embracing effi cien- cy, and striving for excellence in everything we do. Most importantly, it’s about leaving a legacy of sustainability and stewardship for the next generation. Th e path to a cir- cular 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 sim- ply 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 identifi ed 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 diff erent problem in a completely new context. Th is 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. Th ese moments remind us of why we do what we do: to innovate, inspire, and prove that sustainability and profi tability can go hand in hand. How do you feel that transitioning to the circular economy will benefi t Canada and the world? Th e way our world operates today is unsus- tainable. 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 confl icts 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 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. ● At a Debrand-hosted textile circularity workshop, a participant cuts irritants from a garment. ● Image of a Debrand-hosted textile circularity workshop with Lina Londono, VP of Sustainability & Solutions. 52 CIRCULAR ECONOMY MAGAZINEBy 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. 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. Th ings 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 contrib- uting to the development of government policies and industry standards. Another challenge is making the busi- ness 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 signifi cant collaboration across functions: operations, fi nance, sup- ply chain, and more. Without cross-func- tional alignment and a commitment to embedding circularity as a core business objective, scaling these eff orts remains a signifi cant 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 hard- ware advancements. Our research and de- velopment in this area have shown exciting progress, particularly in driving effi ciencies for more complex projects where product identifi cation and pre-processing are key. We're also diving into more pilot proj- ects with our brand and solution partners to better understand the barriers we need to overcome in order to achieve this. Th ese innovations are helping us drive effi cien- cies 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, de- mand 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 diff erence. 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 fi rst 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. debrand.ca linkedin.com/company/ debrandnextlife instagram.com/debrandnextlife (@debrandnextlife) youtube.com/@debrandnextlife (@debrandnextlife) ● Clothing bales in the Debrand warehouse. APRIL 2025 • ISSUE 01 53C onsumers are purchasing and disposing of new clothes more than ever before, creating a massive textile waste problem and releasing synthetic microfi bres into our environment. To help the fashion indus- try shift toward a more sustainable way of working, we need to shift from the harmful “take-make-waste” model. We spoke with Kelly Drennan, Founding Executive Director of Fashion Takes Action, about how Fashion Takes Action (FTA) and the Canadian Circular Textiles Consortium (CCTC) are advanc- ing circularity and driving sustainable impact in the Canadian textile industry. What inspired you to start Fashion Takes Action (FTA) and the Canadian Circular Textiles Consortium (CCTC)? I started Fashion Takes Action (FTA)1 in 2007 out of a desire to see a more sustainable future for my two daughters. It began with Green Gala events show- casing 20 sustainable Canadian designers and has since grown to work with over 2,000 businesses globally. FTA advanc- es sustainability, ethics, and circularity in fashion through awareness-building, education, collaborations, and research, furthering change across the entire fashion system and empowering both citizens and businesses to take action. Fashion Takes Action / Canadian Circular Textiles Consortium Driving systemic change in Canada’s textile industry ● Where it all started. FTA's Green Gala featuring Canadian fashion designers, each making three looks from sustainable fabrics. 54 CIRCULAR ECONOMY MAGAZINETh e Canadian Circular Textiles Consortium (CCTC)2 was founded in 2023 to address frag- mented circular economy eff orts and drive sys- temic change in Canada. Built on eight years of work in textile circularity and growing demand for post-consumer waste solutions, FTA recog- nized the need for collective action to support climate and biodiversity goals. With funding from Environment and Climate Change Canada and strategic support from Deloitte, the CCTC unites stakeholders to foster collaboration, reduce duplication, and accelerate Canada's transition to a circular textile system. What unique challenges does the textiles industry face in adopting circular economy practices? Th e fashion industry struggles to adopt circu- lar economy practices due to overproduction and a culture of disposability. With over 100 billion garments made annually3 and ultra-fast fashion brands releasing up to 10,000 styles daily,4 consumption is driven to unsustainable levels. Consumers now buy 60% more clothing than 20 years ago but keep them half as long,5 wearing each item only seven times on average. Th is shift has turned fashion into a cheap, disposable commodity. Key challenges include transitioning to circular models like resale, repair, and rental, complicated by the widespread use of synthetic fi bres, which shed harmful microfi bres, and when blended with other fi bres, are hard to recycle. Th e fast production cycles and poor garment quality further hinder durability and repairability. To address these issues, the industry must adopt circular design principles — creating dura- ble, repairable, and recyclable garments with safer materials and green chemistry, while considering end-of-life components like buttons and zippers. Th is shift will help the fashion industry move toward sustainability and long-term value. What are some of the most promising innovations in the circular textiles space that you think will infl uence the future of the industry? Th e circular textiles space is experiencing transformative innovations that are set to redefi ne the fashion industry. Th ere are four key developments of note. Th e fi rst is fi bre-to-fi bre recycling, which includes chemical recycling: advanced technologies that break down textile waste, including blended fi bres, into high-quality raw materials like cellulose and polyester for reuse; and mechanical recycling: improved pro- cesses that enhance the effi ciency and quality of recycled fi bres, particularly for cotton and wool. Th e second development is bio-based and regenerative fi bres. Th is includes lab-grown Consumers now buy 60% more clothing than 20 years ago but keep them half as long, wearing each item only seven times on average. This shift has turned fashion into a cheap, disposable commodity. ● Kelly Drennan, Founding Executive Director of FTA, delivering opening remarks at the WEAR Conference. APRIL 2025 • ISSUE 01 55alternatives: materials like mycelium leather and spider silk that off er sustain- able substitutes to traditional textiles; agricultural byproducts: fi bres sourced from food waste or industrial byproducts that provide innovative, eco-friendly inputs; and regenerative agriculture: improved farming methods for natural fi bres such as cotton and hemp that en- hance soil health and sequester carbon. Th e third development is AI and data-driven solutions. Th is includes digital product passports: technologies like RFID and blockchain that improve transparency by detailing materials, care instructions, and recyclability; waste sorting: AI-powered systems that enhance the sorting of textile waste for eff ective recycling; and demand predic- tion: data tools that optimize produc- tion, reducing overproduction and associated waste. Th e fourth development is policy and collaboration. Th is includes initiatives like extended producer responsibility (EPR) that encourage accountability for a garment’s entire life cycle. Th ese innovations signify a shift in how textiles are designed, produced, and managed, enabling a transition to a more sustainable and circular future. In what ways has the CCTC brought together diverse stakeholders across the textiles value chain to tackle waste and promote circularity? We are taking a collective action approach to tackle the deeply fl awed textile waste system, uniting over 120 stakeholders from across the entire value chain to drive meaningful change. United by a common goal, we aim to divert textiles from landfi lls — both locally and in the Global South — and extend their use for as long as possible. Systemic change requires collaboration among the public and private sectors, as well as civil society. Each of our projects involves diverse stakeholders, ensuring that decisions are informed by their potential impact across the value chain. Th is cross-sector collaboration enables us to design solutions that create shared value and drive meaningful, sustainable change. What are some innovative projects or partnerships within the CCTC that are rethinking end-of-life solutions for textiles? The CCTC envisions an integrated, circular system that eliminates global textile waste and advances the transition to a regenerative economy. Our goal is to optimize resource use across Canada’s textile value chain and enable a sustainable circular textiles system. To achieve this, we focus on four core approaches. These are 1.) policy infl uence: advocating for industry standardization, regulations, and policies to support textile circularity; 2.) education and behaviour change: promoting circular economy principles and encouraging action through public education and awareness campaigns; 3.) data and insights: addressing gaps in data on material fl ows, policies, initiatives, and their impact in Canada; and 4.) innovation and pilots: driving inno- vation by supporting pilot projects to test circular business models and explore new solutions. Our eff orts are guided by an action-oriented roadmap that identifi es key initiatives, assigns responsibility to stakeholders, and prioritizes impactful actions. This roadmap has enabled the CCTC and its partners to collaborate on the following projects: ●Circular Design Guidelines Voluntary guidelines to inspire brands and manufacturers to adopt best practices, reduce their impact, and lay the groundwork for future eco-design policies in Canada. ●Circular Business Models Capability Map and Report A comprehensive overview of the capabilities needed across the value chain to implement circular business models, identify gaps, and overcome barriers to circularity. ●Youth Education Expansion of the "My Clothes My World" program, teaching the "7Rs of Circular Fashion" to students in grades 4–12 across Canada. ●Public Awareness Campaign Providing citizens with tools and resources to participate in the circular economy, prioritize the waste hierarchy, and make more responsible purchasing decisions. ●Textile Waste Opportunities Assessment Identifying gaps and barriers in recycling non-wearable and non-usable post-consumer textiles in Canada. ●Textile-to-Textile/Fibre-to- Fibre Recycling Pilot Exploring alternative recycling pathways to create outputs that benefi t other manufacturing sectors, including a pilot project testing the use of biochar from post-consumer textiles as a soil amendment. Through these initiatives, the CCTC is building a foundation for systemic change in the Canadian textile industry, advancing circularity, and driving sustainable impact. We are taking a collective action approach to tackle the deeply flawed textile waste system, uniting over 120 stakeholders from across the entire value chain to drive meaningful change. 56 CIRCULAR ECONOMY MAGAZINE1. See fashiontakesaction.com. 2. Learn more at fashiontakesaction.com/circular-fashion/cctc. 3. Check out theroundup.org/textile-waste-statistics. 4. Read “State of Fashion report archive (2017-2024)” from November 14, 2024, on the McKinsey & Company website, mckinsey.com. 5. Check out “Style that’s sustainable: A new fast-fashion formula” from October 20, 2016, on the McKinsey Sustainability website, mckinsey. com/capabilities/sustainability/how-we-help-clients. How important is the role of policy and regulation to advancing circularity within the textiles and apparel industry? Policy and regulation are crucial to ad- vancing circularity in Canada’s textiles and apparel industry, providing the framework, incentives, and enforcement mechanisms necessary for sustainable change. A potential policy could include the establishment of standards and regula- tions that require circular principles to be embedded in design, production, and disposal processes, compelling manufac- turers to use safer materials and adopt eco-design practices. Extended producer responsibility (EPR) holds producers accountable for their products’ life cycle, driving recycling, reuse, and eco-design. It supports recycling infrastructure and circular business models, and reduces environmental impact while aligning with consumer demand for sustainability and fostering green economic opportunities. We now see EPR for textiles in both the EU and California. Tax incentives and grants can stimulate innovation in textile recycling, bio-based materials, and circular business models. Additionally, there are public awareness campaigns and regulations that can educate consumers on the environmental impact of fast fashion, promoting respon- sible purchasing, repair, and recycling, and ensuring transparency through clear labelling. Of course, cohesive national strat- egies are needed to ensure consistent implementation of circular initiatives across Canada, streamlining eff orts and enabling collaboration. As other countries strengthen circulari- ty regulations, Canada must act to remain competitive and meet international sus- tainability standards. Looking ahead, what are your hopes for the circular economy in Canada over the next decade, and how does FTA envision contributing to this vision? My hope is that in 10 years’ time, Canada’s circular economy for textiles will be characterized by a robust system where garments are designed for longevity, reuse, and recyclability, with a signifi cant re- duction in waste. By then, textiles will be part of a well-established circular supply chain that prioritizes local processing and recycling, with advanced technologies in textile-to-textile recycling and waste management. EPR will be widely imple- mented, ensuring that manufacturers are accountable for the entire life cycle of their products, driving eco-design and fostering innovation in recycling infrastructure. Fashion Takes Action will continue to play a crucial role by driving this transfor- mation. Th rough its leadership in policy advocacy, education, and collaboration, FTA will help shape regulations that pro- mote sustainability across the textile value chain. Its initiatives, including research, public awareness campaigns, and support for pilot projects, will guide the industry toward circular models like resale, rental, and repair. FTA will also be instrumental in build- ing industry-wide partnerships, helping align stakeholders from the public, private, and civil sectors to create a truly circular textile economy in Canada. fashiontakesaction.com instagram.com/fashiontakesaction (@fashiontakesaction) tiktok.com/@fashiontakesaction (@fashiontakesaction) linkedin.com/company/ fashion-takes-action ● FTA team members (left to right) Audrey Henderson, Kelly Drennan, and Nikki Byrne at their second annual ReMode event in Toronto. APRIL 2025 • ISSUE 01 57CANADA’S BIGGEST CHALLENGE #3 Productivity, Innovation, & Competitiveness The linear “take-make-waste” model undermines productivity and innovation by relying on finite resources, generating waste at every stage, prioritizing incremental improvements, and, thus, stifling the development of disruptive technologies, processes, and business models. To address this challenge, we must unlock new value streams, foster innovation, and boost productivity across industries. 58 CIRCULAR ECONOMY MAGAZINE SOLVING CANADA'S CHALLENGES WITH THE CIRCULAR ECONOMYIn Canada, the value retention processing market or VRP (i.e., reuse, repair, refurbishment) across industrial sectors generated approximately $56 billion in 2019. (Government of Canada) Moving toward a more circular economy for plastics in Canada could generate billions of dollars in revenue and create approximately 42,000 jobs by 2030. (Government of Canada) It is estimated that a global circular economy scenario will create a net total of seven or eight million new jobs by 2030. (ILO, Decent Work in the Circular Economy: An Overview of the Existing Evidence Base) How the Circular Economy Can Boost Productivity and Innovation 1)Maximizing resource efficiency through strategies like recy- cling, remanufacturing, and designing for longevity reduces waste and ensures that materials retain their value, increasing overall productivity 2)Catalyzing new business models, like product-as-a-service and material recovery systems, create new revenue streams and market opportunities 3)Driving technological advancements in areas like bio-based materials, digital tracking of resources, and automated disas- sembly systems improve operational efficiency and open doors to new industries 4)Fostering job creation across various skill levels and regions in- creases productivity and provides income for households across the country Case Study: Making More of Waste Trois-Rivières–based Waste Robotics integrates advanced waste handling processes, computer vision, deep learning algorithms, and state-of-the-art robotic technologies to enable smaller, more precise, safer, and more profitable waste recycling facilities. Case Study: Changing the Game for Plastics Mississauga-based erthos is reimagining the building blocks of plastics through sustainable, bio-based, compostable feedstocks and leveraging a proprietary machine learning AI platform that streamlines complex R&D processes. A Call to Action Circular productivity and innovation require bold action. Policymakers must prioritize circular R&D investments and create frameworks that encourage collaborative ecosystems. Businesses should reimagine their value chains, embracing circular practices that enhance efficiency and inspire creativity. For innovators, the circular economy is a frontier of opportunity and a catalyst for progress. By embracing circular principles, we can transform productivity challenges into opportunities for ground- breaking innovation, ensuring that industries thrive in a resource-constrained world. APRIL 2025 • ISSUE 01 59 CASE STUDIES & FACTSNext >