SUSTAIN20™: Driving Circularity in Fashion with a Community-Driven Approach

Founded by Ana and Klas Kristiansson, veterans with over 25 years in the fashion industry, SUSTAIN20™ addresses the growing demand for accessible and transparent circularity tools, aligning with the shifting priorities of fashion brands worldwide.

The Inspiration Behind Sustain20

The Kristianssons’ vision for SUSTAIN20™ grew from frustration—over the difficulty of finding accessible circular solutions and the absence of a single, reliable platform to bring them together. “We’ve been in the fashion industry for 25+ years and worked with hundreds of brands,” says Ana. “Circular solutions are now more important than ever, especially with upcoming legislation. We wanted to create THE ONE PLACE for brands and industry professionals to access circular fashion resources.”

A Clear Mission and a Unique Model

The mission of Sustain20 is simple yet ambitious: drive the fashion industry towards true circularity by providing a centralised platform for solutions. Unlike many platforms that promote sustainability through individual products or campaigns, Sustain20 offers a full-service directory where brands can explore a range of circular economy practices. The SUSTAIN20™ framework, a key feature on the site, provides brands with 20 essential building blocks to help them create circular businesses that are both responsible and adaptable.

A Practical Resource for a Sustainable Supply Chain

Transparent and traceable supply chains remain one of the industry’s biggest challenges. Sustain20’s directory of partners and resources makes it easier for fashion brands to navigate these complexities. Although SUSTAIN20™ doesn’t directly collaborate with brands, it provides a trusted space for brands to find collaborators and build sustainable supply chains that support their goals. This independence ensures that Sustain20 remains a dedicated resource built for brands, rather than competing against them.

The Sustain20 Framework: Building a Circular Future in Fashion

The SUSTAIN20™ Framework is a comprehensive guide designed to help fashion brands transition into circularity through 20 actionable building blocks. Each element in this framework provides a clear pathway for integrating sustainable practices across all stages of production and business operations, from sourcing and manufacturing to end-of-life solutions. This unique resource empowers brands to embrace circular models that not only reduce waste but also enhance value for consumers, aligning business practices with environmental goals.

Through the framework, SUSTAIN20™ aims to support brands of all sizes by offering adaptable solutions that meet the complexities of today’s fashion industry. By following these structured steps, companies can confidently progress toward transparent, traceable, and truly sustainable operations. The SUSTAIN20™ Framework acts as both a roadmap and a toolkit, enabling brands to evolve responsibly in a world that increasingly values circular economy principles.

Technology-Driven Circularity

The technology behind SUSTAIN20™ itself is a powerful tool for change. As the team continues developing their platform, they have created an all-in-one cloud solution called Portia, specifically for small and medium-sized (SME) fashion brands. This software helps brands create responsible products by incorporating project management, traceability, and customer feedback through Digital Product Passports (DPPs). This focus on accessible technology underlines SUSTAIN20™’s mission to democratise circularity by making these tools available to all levels of the industry.

Building Community and Accountability

For SUSTAIN20™, consumer engagement and brand accountability are crucial. The platform encourages consumers to hold brands to higher standards, recently releasing a manifesto that consumers can use to motivate brands towards greater transparency. Sustain20 also taps into the rising demand from younger demographics for second-hand options, ethical practices, and greater involvement in sustainable efforts.

Key Sustainability Trends on the Horizon

Looking to the future, Ana anticipates that practices like resale, rentals, recycling, and transparency through Digital Product Passports will continue to gain traction. SUSTAIN20™’s vision is to be a dynamic platform for collaboration, community, and education as the fashion industry grows more conscious of its impact. The team is actively exploring avenues for hosting events and providing educational resources to further engage both industry players and consumers.

Advice for Emerging Designers and Brands

For young designers and small brands, Ana has practical advice: “Share your learning with your customers while you build it—bring them behind the scenes and involve them in the process.” She points out that overproduction remains a massive issue, with roughly 30% of products never selling. By involving customers early on, brands can produce in alignment with actual demand, avoiding excess and engaging more meaningfully.

A Community-Driven Future

The Kristianssons launched SUSTAIN20™ as a self-funded initiative with the goal of making circularity more open and accessible. Their commitment to transparency and community-led growth has resulted in a platform where the fashion industry can come together to redefine what it means to be sustainable. As SUSTAIN20™ evolves, it stands as a testament to the power of community, technology, and a shared vision for a more sustainable future in fashion.