The 112-page guide is available online in interactive and non-interactive formats.
It contains a breakdown of Asos’ nine circular design strategies, which include innovative materials, recycled materials, minimized waste, zero waste, refurbishment/upcycling, sustainability, versatility, mono-materiality and disassembly – which details how the materials of the garments can be separated when they reach end of life.
The guide details each strategy and how it can be applied in practice by fashion brands and designers. It also contains a Zero Waste Cutting Guide, which provides a technical guide to creating garments to minimize material waste during the pattern cutting process.
Other chapters include a guide to choosing materials for circular products and recycling techniques offered by the fashion industry.
Simon Platts, Responsible Sourcing Director at Asos, said: “Launching this guide with CSF means we can help accelerate the transition to circular design across the fashion industry, which is essential for achieve the sustainability we all want to see. This in-depth, accessible and easy-to-use resource should prove invaluable to other brands, designers and students looking to put circular design into practice and marks the next step in our journey to be more circular through fashion with integrity.
Professor Dilys Williams, Director of CSF, said: “This guide builds on a long-term partnership between ASOS and London College of Fashion’s Center for Sustainable Fashion, aiming to change the direction of fashion. The aims are bold and ambitious, is to value nature – our only source of wealth – and to make it economically viable and valuable.
“We have a good start: nature is the most experienced and talented designer we can learn from and each of us is part of nature, so for us to thrive, we need to make sure nature thrives. Designing and developing a product requires skill, including ingenuity and imagination, to improve a situation, but unless it improves life, it is not good design. By making good design our starting point, we harness the ability to create meaningful change in the industry. »
In October, Asos released its ethnic pay gap data for the first time.