As people realise the impact of waste packaging on the planet, they’re making small lifestyle changes through independent brand innovations. But with convenience still high on people’s priority list, how is reusable, recyclable shopping platform Loop taking the circular economy mainstream?

With more circular initiatives surfacing – from small start-ups to corporate strategies – not everybody is on the same page about what a circular economy entails. As global debates in academic, business and consumer circles heat up, will a zero-waste lifestyle move from a fringe movement to the mainstream?

The City of New York's Department of Sanitation is addressing the issue of fashion waste through the city-wide social media campaign #WearNext. By guiding people to places where they can sell or recycle old garments, it's helping eco-conscious consumers live up to their values.

Omni-channel retailer Pomelo is launching three collections of sustainable garments called Purpose. Not only are the clothes made from ethically sourced materials, but the brand is also prioritising the circular economy, tapping into peoples eco-conscious values and calls for direct action.