Cotton On has become the latest fashion brand to join the Seamless clothing product stewardship scheme.
Cotton On joins the recently onboarded Sussan Group, alongside the six original founding members The Iconic, David Jones, R.M.Williams, Big W, Lorna Jane and Rip Curl.
Seamless project director Danielle Kent welcomed Cotton On to Seamless, as the government deadline for action is less than a year away.
“Cotton On is a valuable addition to the growing group of brands who want to reduce the clothing that go each year into landfill in Australia and we warmly welcome them on board," Kent said.
Cotton On GM for product Michelle Pacey said the move is a key step for the business.
“Guided by our purpose to make a positive difference in people’s lives, Cotton On recognises its responsibility towards circular fashion and is committed to being part of the solution," Pacey said.
“Change starts with all of us, and industry collaboration is a huge part of making the greatest impact. Cotton On’s partnership with Seamless is an important step in the right direction as we work together with other brands to find industry wide sustainable solutions."
Cotton On's inclusion comes as the Australian Fashion Council (AFC) announces that phase one of establishing Seamless is now complete. Seamless is now being established by the Transition Advisory Group (TAG).
The new phase comes with the creation of a new board role titled 'Guardian of Nature'. According to the AFC, the role will focus on ensuring the interests of nature in the drive to circularity is represented in strategic decision-making.
Since being launched in July this year, Seamless TAG has established a product stewardship organisation (PSO), and created mechanisms to ensure actor engagement.
It is also developing an organisational constitution with clear objectives related to clothing circularity.
The TAG is made up of foundation members of Seamless alongside clothing supply chain specialists such as NSW Environment Protection Authority, Charitable Recycling Australia and Waste Management and Resource Recovery Association. The clothing industry is further represented by A.BCH, Bassike, Future Fashion Agency and the AFC.
“The core goal of Seamless is creating a circular clothing industry by 2030, where responsible stewardship and citizenship are embedded across the entire clothing lifecycle," Kent said.
“I’m delighted by the tremendous leadership of the Seamless TAG. The group has already approved one of the most progressive, stakeholder-centred constitutions of any product stewardship scheme.
"Now, they have taken this a step further, by placing nature at the centre of every important decision."
Independent chair of Seamless TAG Rosanna Iacono said the contributions of all TAG members have resulted in this milestone, and said the appointment of an executive and governance board will underpin the future execution of Seamless.
Kent stated that the TAG is set to hand its work over to the new board of directors who will continue to establish and operationalise Seamless over the coming months. The new Seamless board will shortly meet for the first time to progress the appointment of an independent chair, independent directors, and the CEO.
Seamless aims to significantly reduce the 200,000 tonnes of clothing that currently goes to Australian landfill each year.