The Truly Circular Fashion line

Anders Ankarlid
6 min readAug 24, 2020

The story of how we re-invented fashion.

Do you also feel that it makes no sense that fashion is almost never circular?

We sure did, and that’s why we have spent the past 12 months creating a circular fashion line for people who, like us, want to be able to transform from mindless consumption and instead take conscious decisions when it comes to the clothes we wear.

After all, that is why I started A Good Company in the first place.

A brave new world

Today’s fashion industry is based on an old make-use-dispose logic leading to the staggering fact that this is the second-worst polluting industry in the world.

Most of these 100 billion garments produced every year are worn only for a very short period of time and will very likely end up in a landfill, once it has served its purpose.

But this doesn’t have to be the case.

We can move towards a sustainable and circular fashion industry, but it’s not going to be a walk in the park.

Well — we rarely back away from a challenge.

A dwindling road to circular fashion

As with most of our product development, it began with an idea in a product pitch meeting.

We were discussing everyday items that we really wished were more sustainable and circular. At that time, we had started talking about a circular and plant-based mobile case.

Could it even be done?