Sustainable fashion in the circular economy paradigm: Reduce, reuse and recycle as the new sustainable corporate strategy

The aim of this paper is to analyse emerging trends in the fashion industry, focusing on the growing role the circular economy is playing in introducing a new business paradigm based on the so-called "3 Rs" principle: reduce, reuse and recycle. Six interesting case studies are presented; three focus on fashion companies (Rifò, Rapanui and Cingomma) that base their business model on this circular economy principle, while the other three relate to companies (Orange Fiber, Ananas Anam, Due di Latte) using sustainable materials to produce fashion items. The careful selection of raw materials and the application of technological innovation in the production system allow companies to implement new sustainable approaches to production, resulting in two critical outcomes: recycled fashion products that can be reintegrated into the environment and the reuse of products that can be revalued without rather than wasted.