Launched in 2020, CFX has quickly become a benchmark for evaluating fashion brands’ efforts and contributions to sustainable cycling. In the top three of the 2022 rankings, two standout outdoor sports brands—Patagonia and The North Face—hold prominent positions.
Outdoor Sports Brands Lead the Trend in Circular Fashion
Outdoor sports bring energy to urban life, and as we connect with nature, environmental protection has naturally become a key concern. Outdoor fashion brands play a crucial role in promoting sustainable social responsibility values.
Compared to other categories like luxury goods, outdoor clothing and sports brands excel in sustainability, as reflected in their composite index performance. Well-known brands such as Adidas, Columbia, Nike, and Puma, alongside Patagonia, The North Face, and Lululemon, are prominently featured. Outdoor and sports brands’ focus on sustainable practices, especially in sustainable cycling, has become an exemplary model for the fashion industry.
Patagonia, a pioneer in sustainable fashion, has set up a comprehensive evaluation system that categorizes products based on repairability, durability, and functionality while strengthening communication with consumers about circularity. It’s no surprise that Patagonia consistently ranks at the top. Sustainability has been at the core of the brand since its inception. Founder Yvon Chouinard exemplifies the company’s ethos of “using business to save our planet.” He transferred ownership of the brand to trusts and nonprofit organizations, committing all company profits to projects addressing climate crises and land conservation.
Patagonia was also one of the earliest brands to embrace circular recycling. In 1993, they began transforming discarded plastic bottles into recycled fleece fabric. To date, they have collected nearly 100 million plastic bottles and hundreds of tons of discarded fishing nets. This initiative not only helps reduce pollution and protect land and marine life but also minimizes the environmental impact of traditional clothing manufacturing processes.
Arcteryx promotes circular sustainability through initiatives like its “REBIRD” sustainable-themed art exhibition. Its recently launched “Global Assets” series reflects the principles of “recycling,” “recomposition,” and “uniqueness,” aiming to promote sustainability throughout the product life cycle.
Lululemon has also made strides in sustainability, announcing a high-profile collaboration with Genomatica, a biotechnology company focused on sustainable materials. Together, they launched two new high-performance shirts made from renewable plant-based nylon, replacing traditional nylon derived from fossil fuels. Genomatica’s CEO, Christophe Schilling, believes this collaboration could disrupt the $22 billion nylon market.
Consumer Collaboration is Required for Achieving Closed-Loop Product Lifecycle
Outdoor sports brands have made significant strides in sustainable recycling. However, consumer understanding of the circular economy remains limited. Whether purchasing or discarding products, many consumers lack awareness of the environmental benefits tied to the recycling process. Achieving a closed-loop product lifecycle requires both brands and consumers to take intentional actions, working together to drive sustainable fashion forward.
While sustainable fashion and lifestyles are still considered niche in China, the growing influence of sustainable living and green consumption on social media is breaking down barriers, positioning sustainability as the new fashion trend. It’s clear that the sustainable circular fashion movement led by outdoor sports brands will soon gain widespread support from young, eco-conscious fashion consumers in a mutually reinforcing shift.
