Table 3. Open in new tab Strategies for...

Strategy

Example quote

Emphasis on quality vs. fast fashion

“given the quality and the ethical side of things that [the brand] is getting into it’s slow fashion and not fast fashion. The garments we make are very high quality.” (AFF^a Designer 7)

Classic design vs. trends

“you probably hand it down to someone else and to still be intact. And so we also try to design classics, not trends, because trends don’t, will not last long”. (AFF Designer 4)

Made to order (reducing waste)

“we’re actually now moving to a new model called “Made-to-Order”. So this enables us to just do either a few samples and then now market it and get orders” (AHSCE^b 2—Designer E).

Upcycling scrap

“we are working on a project where we’ll be using the scrap pieces to make cushions.” (AFF Designer 14)

Donating off-cuts

“all the cut-offs, all the bits and pieces of fabric that come out after production are given, are donated to people who do patchwork and who use the smaller pieces of fabric to design accessories.” (AFF Designer 4).

Free repairs (extending life)

“we always offer free repairs on all of our clothing. […] then you’ll find that we are actually very affordable because the clothes are made to last.” (AFF Designer 8)

Upcycling second-hand materials for new garments

“I’m working with a group currently who collect unsold garments from the second-hand market because I’d read a research paper that suggested that between 10% and 40% of the donations […] end up in our landfill. So it’s from that excess, that I’m working with […] to basically make our own textiles.” (AFF Designer 8)

Table 3.

Open in new tab

Strategies for ‘circular’ fashion production.

Strategy	Example quote
Emphasis on quality vs. fast fashion	“given the quality and the ethical side of things that [the brand] is getting into it’s slow fashion and not fast fashion. The garments we make are very high quality.” (AFF^a Designer 7)
Classic design vs. trends	“you probably hand it down to someone else and to still be intact. And so we also try to design classics, not trends, because trends don’t, will not last long”. (AFF Designer 4)
Made to order (reducing waste)	“we’re actually now moving to a new model called “Made-to-Order”. So this enables us to just do either a few samples and then now market it and get orders” (AHSCE^b 2—Designer E).
Upcycling scrap	“we are working on a project where we’ll be using the scrap pieces to make cushions.” (AFF Designer 14)
Donating off-cuts	“all the cut-offs, all the bits and pieces of fabric that come out after production are given, are donated to people who do patchwork and who use the smaller pieces of fabric to design accessories.” (AFF Designer 4).
Free repairs (extending life)	“we always offer free repairs on all of our clothing. […] then you’ll find that we are actually very affordable because the clothes are made to last.” (AFF Designer 8)
Upcycling second-hand materials for new garments	“I’m working with a group currently who collect unsold garments from the second-hand market because I’d read a research paper that suggested that between 10% and 40% of the donations […] end up in our landfill. So it’s from that excess, that I’m working with […] to basically make our own textiles.” (AFF Designer 8)

Strategy	Example quote
Emphasis on quality vs. fast fashion	“given the quality and the ethical side of things that [the brand] is getting into it’s slow fashion and not fast fashion. The garments we make are very high quality.” (AFF^a Designer 7)
Classic design vs. trends	“you probably hand it down to someone else and to still be intact. And so we also try to design classics, not trends, because trends don’t, will not last long”. (AFF Designer 4)
Made to order (reducing waste)	“we’re actually now moving to a new model called “Made-to-Order”. So this enables us to just do either a few samples and then now market it and get orders” (AHSCE^b 2—Designer E).
Upcycling scrap	“we are working on a project where we’ll be using the scrap pieces to make cushions.” (AFF Designer 14)
Donating off-cuts	“all the cut-offs, all the bits and pieces of fabric that come out after production are given, are donated to people who do patchwork and who use the smaller pieces of fabric to design accessories.” (AFF Designer 4).
Free repairs (extending life)	“we always offer free repairs on all of our clothing. […] then you’ll find that we are actually very affordable because the clothes are made to last.” (AFF Designer 8)
Upcycling second-hand materials for new garments	“I’m working with a group currently who collect unsold garments from the second-hand market because I’d read a research paper that suggested that between 10% and 40% of the donations […] end up in our landfill. So it’s from that excess, that I’m working with […] to basically make our own textiles.” (AFF Designer 8)

^aAfrica Fashion Futures.

^bAfrican Hub for Sustainable Creative Economies.

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