In a recent report, the Australian Fashion Council (AFC) revealed that Australia discards 227,000 tonnes of clothing annually, with only 7,000 tonnes being recycled. To address over-consumption and lack of end-of-life solutions, the AFC launched the National Clothing Product Stewardship Scheme called "Seamless" with funding from the Australian Federal Government.
This initiative aims to enhance clothing design, recovery, reuse, and recycling, with a goal of achieving circularity in Australia by 2023. However, only six out of 30 leading brands approached, including Big W, David Jones, and Lorna Jane, signed up as founding members. The AFC emphasizes the need for industry collaboration to drive real environmental improvements.
The launch of Seamless coincides with an ACCC report on greenwashing, exposing misleading sustainability claims made by 57% of companies. The government's threat of direct regulation urges fashion businesses to act.
By joining Seamless, companies can demonstrate genuine commitment to sustainability, gaining an advantage in a competitive market. Observing how the founding members incorporate the scheme into their sustainability marketing may provide insight into its impact.
As pressure for improved sustainability credentials grows, fashion brands doing business in Australia should consider supporting Seamless alongside their existing initiatives and scrutinize their sustainability-focused advertising claims.
