Seamless has been designed to focus on the entire clothing lifecycle, from how clothes are designed, through to how they are used and then reach the end of their useful life. Changing the way an industry works means everyone has to work together, from fibre growers to the clothing brands and retailers, the charity sector, recirculators, recyclers and all levels of government. That’s why we included stakeholders across the value chain in the co-design process and why the scheme will support and fund activities across the clothing lifecycle. Seamless will also focus on how we increase and improve clothing sorting and recycling infrastructure, including viable end markets, through a well-considered action plan and funding model.

Unlike Redcycle, Seamless is not a recycling service offered by a for profit private organisation. Seamless will be managed transparently by an independent not for profit organisation in collaboration with brands, retailers, the charity sector, recyclers, government agencies, academic institutions and many more.

Seamless will also scrutinise downstream processing and invest in research and development to ensure viable markets for used clothing. They will also foster and incentivise brands to design for durability, reuse and repair, and encourage consumers to rethink how they acquire, use, care and dispose of their clothing.