With Seamless a global first in circular stewardship, it’s fair to say that the first year of operations was appropriately defined by collective courage and conviction. Seamless CEO Ainsley Simpson reflects on the first year of operations at Seamless.
When we launched Seamless just one year ago, we were fuelled by a clear long-term vision and a shared sense of purpose: transforming how we choose, enjoy and recycle clothing more responsibly in Australia. Looking back on what our incredible collective of members, supporters, and partners has achieved, I’m filled with pride, gratitude, deep determination and of course... urgency. We’ve set a strong foundation, we’re only just getting started, and there is so much more to come.
‘The beginning is the most important part of the work.’ Plato
One year of Seamless
A global first in circular stewardship
With Seamless a global first in circular stewardship, it’s fair to say that the first year of operations was appropriately defined by collective courage and conviction. Together with 56 responsible clothing brands and retailers as Seamless members, and over 120 organisations as supporters of the scheme, we’ve embraced action. Those actions are already changing our landscape.
We listened closely through all engagements, surveyed the market and co-designed circularity action plans with several high-volume brands. The national clothing benchmark data was unveiled at a groundbreaking runway show at NSW Parliament, our shared starting line from which to measure progress to 2030. In September, Seamless proudly received a Gold Australian Good Design Award, a moment of recognition for the industry investment in how the scheme was co-designed; with the end in mind, right from the start.
Change starts with leadership
To transform our industry, we started as we intend to continue; collaborating with clothing brands and retailers and their supply chain, to achieve what no single organisation can do alone. The Seamless Leadership Podcast, hosted by Clare Press, opened up authentic conversations with industry leaders like Rebecca Hard of The Sussan Group and Paul Grosmann of R.M. Williams, and made clear that change starts with leadership.
Leadership is also central to our industry working groups, which began addressing root causes of some of the systemic issues of our current linear clothing system. This has resulted in the creation of a draft five-year eco-modulation framework to effectively reward and measure the pace of circular product transitions. We are also addressing overproduction by targeting the effective planning and management of aged inventory. Importantly, we’ve defined a draft taxonomy for clothing circularity that will build momentum and shared terminology which will be consulted on widely. Finally, we have integrated uniforms as a distinct product category in the scheme, engaging industry in this adaptive design process to ensure the unique challenges and opportunities related to uniforms are part of our circular transition.
Spotlight on innovation
The RE:THINK Program was launched to spotlight innovative partnerships across the Seamless collective that are delivering better circularity outcomes; from RCYCL, Salvos Stores and THE ICONIC to Hello Tailr’s repair platform. It also featured the practical Refashioning Guide, a collaboration led by RMIT and supported by the Victorian Government's Circular Economy Innovation Fund in partnership with Country Road Group, A.BCH World and Julie Boulton Strategy and Sustainability. This guide now underpins the Seamless circular clothing design training, delivering on the top priority of Seamless members in our inaugural year. I’m especially proud that we have partnered with UTS to begin world-first research to establish First Nations circular design principles for the clothing industry.
Active engagement with all levels of government
We are privileged to enjoy a productive working relationship with the Federal Government, founded on shared goals and evidence in active involvement in many of our key milestones, including our operational launch. Engaging with governments at every level, Seamless has played in important role in informing strategies, policies and reviews that will shape Australia’s circular economy. As we commenced operations, we convened a quarterly State and Territory Government roundtable which is coordinating on policy, procurement and programs, ensuring a unified approach to national clothing textile stewardship.
Looking ahead to our second year
Building a national clothing system
As we move into our second year, the work spanning our four strategic priorities deepens. Our primary focus will be on closing the loop. Seamless, with continued backing from the Federal Government, is building the national system for clothing collection, sorting, reuse and recycling; with an evidence-based business case through demonstration projects with our Seamless members and supporters.
Progressing circular design and business models
Circular design will continue to be progressed with our hands-on circular design training courses. Seamless members will also benefit from pilot programs to trial circular business models, with the outcomes, learnings and critical success factors documented as case studies to accelerate wider adoption of interventions that yield better business outcomes.
Our progress to circularity will also be underpinned by the emissions profile of the clothing system, identifying material opportunities for abatement and alignment with mandatory climate disclosures. And to enhance industry engagement and connectivity, we will publish the first Australian Clothing Textiles Circularity Directory, thanks to a business sector support grant awarded by the City of Sydney.
Advocating for a level playing field
We will continue to strongly advocate for a level playing field, one where all clothing brands be they large or small, Australian or international, contribute fairly and meaningfully to Australia’s clothing circularity. Equitable participation is essential for enabling the system-level change we need. That means global alignment for resource efficiency and product standards that support renewable, recyclable, safe content; establishing investment strategies, financial mechanisms, and scalable models for infrastructure investment; and driving demand signals through public procurement. These are practical enablers to make circularity commercially viable and socially inclusive, while prioritising natural capital.
Now is the time to join us
Through our transition, new strategic partnership options are opening up, offering tailored pathways to demonstrate leadership, trial scalable solutions, and shape the clothing future in Australia. We’re calling on responsible organisations ready to go further and faster to partner with us to create a more circular, inclusive and resilient clothing system.
What a year it’s been, and what a moment to be all in. In just one year Seamless is testament that with collaboration, commitment and a growing network filled with conviction, it’s possible to shift a system. Momentum is building, change is visible, and impact is being created in tangible increments. A hearty thank you to our responsible Seamless members and supporters, the Federal Government, our State and Territory Government partners, my mighty Team and our Board - you have all owned your part with purpose.
If you’ve been waiting to get involved, now is the time - join the chorus.
“It’s just one tiny seed, but it’s all we really need, it’s time to change the life we lead – time to let it grow.” The Lorax by Dr Suess.
With conviction, Ainsley
