The website circularfashion.com has today been given a new logo and favicon. The image with the black and white spheres has several connotations. First and foremost, it relates to the principles of circular economy, which have been adopted to the fashion industry through the concept circular fashion.
The white sphere in the center represents the sun – an endless source of renewable and sustainable energy.
- Tapping energy from the sun is the most natural and sustainable way of retrieving energy for the provision of heat, electricity, mechanical power, etc. Solar energy is an infinite source of energy, unlike raw oil, natural gas and coal. Assimilating energy from the sun does not contribute to the emissions of greenhouse gases (which impacts the climate), nor to air pollution through the emission of sulfur dioxide, nitrogen oxides, particulate matter, mercury, etc.
- The sun is also a prerequisite for life. Solar energy is not only used for heating and electricity, but is also a fundamental ingredient for photosynthesis to enable plant growth. Likewise, it is essential for human health, to produce vitamin D, to regulate our melatonin levels, and more. In many traditional cultures, the sun also has a central place in everyday life, as religious symbol, “natural compass” to navigate, and as a guide to help structure the year around different cultural activities. The sun provides us with a natural rhythm that is far slower and more gentler than the one we live by today.
- Placing the sun symbol inside the black sphere is also a reminder to focus our attention to the inner circles of material flows (as opposed to the outer), as pictured in the system diagram of Ellen MacArthur Foundation. In practice, this means that we shall invest our efforts on prolonging the active lifetime and user frequency of existing products in society, as opposed to producing new items using virgin materials (or even to recycle materials too early). This entails developing new design practices to maximize longevity and providing new and more services for sharing and using resources more effectively in society.
The black sphere represents the sky or the Universe with infinite opportunities, and our symbiosis and inter-dependency with one another and Nature.
- By focusing our attention on new concepts, ideas and possibilities, we can create a world far more sustainable than the one we have today. In fact, the most positive and profound impact brought on by the concept of “circular economy” is that it has spurred a dramatic and almost simultaneous shift in thinking among many global decision-makers, industry leaders, practitioners and academics. Unified through the concept, people from different sectors, businesses and disciplines can now come together to exchange ideas, know-how and information and to collaborate with a common mindset. The circular economy also emphasizes opportunities and gains, as opposed to limitations and costs, which is a more positive and inviting mindset unlike the one presented by the environmental conservation “movement” in the past. This positive mindset also resembles what we feel when looking at a blue sky…
- The clarity in the black sphere also represents the purity of a circular society, i.e. a society without any toxic, harmful and health disturbing chemicals, particles and other substances being used in production and/or incorporated into our products.
- In addition, the black outer sphere symbolizes symbiosis and inter-dependency. Humans and societies are highly inter-connected through weather patterns, human-induced effects, global trade, economic markets, digital communication, etc. We are also highly dependent on Earth’s many ecosystems for food, fresh air, clean water, shelter, clothing, transport, etc. This is also a central realization of the circular economy framework, which emphasizes the need to protect and consider Nature’s biodiversity, resilience and well-functioning, as well as its limited resources.
- Lastly, the black sphere illustrates the need for openness, as an open sky. This reminds us of the great gains of collaboration and free sharing of information for a good cause. According to the author Napoleon Hill, who coined the term “mastermind alliance” (see his classical works), a harmonious group of two or more people who come together for a specific purpose, or around a specific topic, brings forth the power of creativity and support that you can’t find when you approach it alone. Common to all successful master mind groups is thus that they are friendly, growth-oriented, and willing to share information. In fact, free sharing of information etc for a good cause is also the idea behind the website circularfashion.com.
Note: Written by Anna Brismar (PhD), owner of circularfashion.com and head of Green Strategy. The article was updated in 2017.03.17 with new colors of the logo (black and white).