SUSTAIN20™ Framework

The SUSTAIN20™ Framework

The SUSTAIN20 framework was developed based on working with hundreds of brands and seeing their sustainability efforts.

The 20 frameworks provide brands with practical strategies to DESIGN THEIR BUSINESS around circularity, highlighting 20 key areas where they can focus their efforts and take meaningful action.

The frameworks can work together or separately, depending on where you want to focus your efforts, as a business.

All 20 are created to work in a holistic manner for a fully circular solution.

You can use them as inspiration for your sustainability work.

1. Design for demand

2. Design for function/purpose

3. Design for durability and timelessness

4. Design with regenerative practices in mind

5. Design for modularity and versatility

6. Design for minimal waste

7. Design for resource efficiency, minimal energy, water & chemical use

8. Design for standardization and flexibility

9. Design for the possibility of personalization

10. Design with localization in mind

11. Design for comfort, fit & movement

12. Design for easy care – repairability and maintainability

13. Design for storytelling -Design for product attachment, emotional durability

14. Design for cyclability – Design with mono-materials – Design for disassembly – refurbishment (restore an old product and bring it to date) and remanufacture (use parts of discarded product in a new product)

15. Design with new technology

16. Design for brand-building and long-term value

17. Design for transparency and traceability

18. Design for gender fluidity and size optimization

19. Design for use for new business models – reuse (Reuse by another consumer of discarded product which is still in good condition and fulfills its original function), resale, rental, subscription

20. Design for change

1. DESIGN FOR DEMAND

Designing for demand means creating products that directly meet consumer needs and wants, thereby minimizing overproduction and waste. This approach focuses on understanding market demand, producing accordingly, and incorporating sustainability practices to ensure that fashion products are both desirable and environmentally friendly.

Designing for demand is an approach that can significantly improve the longevity of products. In this model, businesses shift from a traditional design-make-sell model to a design-sell-make model. This means that businesses focus on creating products that customers want, rather than producing products and hoping that customers will buy them.

Here are a couple of examples of how to approach this:

Understanding Consumer Needs and Wants
On-Demand Production
Limited Edition and Capsule Collections
Use Real-Time Data and AI to predict demand
Do Pre-Order Campaigns
Utilise Customer Engagement and Co-Creation

2. DESIGN FOR PURPOSE AND FUNCTION

Designing for purpose and function is another approach that can significantly improve the longevity of products. In this model, businesses shift from a customer mentality to a user mentality. This means designing products that are not only aesthetically pleasing but also fulfil a specific function or purpose for the user.

To achieve this, businesses must ensure that all features of the product are clear and useful for the user. This requires a deep understanding of the user’s needs and preferences. By designing with the user in mind, businesses can create products that are not only attractive but also practical and functional.

3. DESIGN FOR DURABILITY AND TIMELESSNESS

Designing for durability is another approach that can significantly improve the longevity of products. This approach involves using quality, strong, and durable materials, components, and construction methods that are chosen to match the product’s purpose for the target customer.

To ensure durability, businesses must use the right materials for their products. This means choosing the right fiber, strength, and weight for each product. Businesses must also consider eco-friendly finishes, such as anti-stain or antimicrobial finishings, to help extend the life of their products.

In addition to choosing the right materials, businesses must also use strong and durable components. Delicate components can easily break, leading to the product’s failure. Businesses should also consider using exchangeable components to make repairs easier and extend the product’s lifespan.

Construction methods are also crucial in designing for durability. The right type of seaming and thread can significantly improve the product’s durability. Businesses should also opt for easy repair construction whenever possible, allowing customers to repair their products instead of throwing them away.

Designing for timelessness is a crucial aspect of sustainable fashion. It focuses on creating products that are not limited by short-lived trends or seasons and have longevity. To achieve this, several factors come into play

4. DESIGN WITH REGENERATIVE PRACTICES IN MIND

Designing with regenerative practices means creating fashion that not only minimizes harm but actively contributes to the restoration and improvement of ecosystems. Here are some concrete ways the fashion industry can incorporate regenerative practices

Use Regenerative Agriculture
Integrate Regenerative Textile Processes
Promote Biodiversity Through Raw Material Choices
Engage in Carbon Sequestration Projects

5. DESIGN FOR MODULARITY AND VERSATILITY

Design products to be used in many different environments and weather conditions. Work with layers and garment combinations.

Design products to be reversible, modular, and layered and work for both outdoor and urban environments.

Don’t create more products, have products do more for their wearer.

6. DESIGN FOR MINIMAL WASTE

Designing for minimal waste is all about rethinking the way we create products so that every inch of material is used thoughtfully, and nothing goes to waste.

Use some of these strategies to minimize waste:

Commit to Reducing Waste at Every Stage in the production process
Embrace Zero-Waste Cutting Techniques
Focus on Recycling and Reusing Waste
Optimize Pattern Cutting for Efficiency
Purchase Fabric Responsibly – only what you need
Create Relevant Content to Educate and Inspire

7. Design for resource efficiency, minimal energy, water & chemical use

Designing for resource efficiency means using the least amount of energy, water, and chemicals possible throughout the entire product lifecycle. It’s about finding smarter ways to create fashion—like choosing low-impact materials, adopting energy-efficient production methods, and minimizing water use during dyeing and finishing. The goal is to create great products while conserving resources and reducing environmental impact. By prioritizing efficiency at every stage, brands can create clothing that’s not only stylish but also lighter on the planet.

Here are a couple of ways to do it:

Adopt Low-Impact Production Techniques
Prioritize Eco-Friendly Materials like recycled or low-impact materials
Leverage Natural and Organic Fibers
Embrace Local Sourcing and Manufacturing
Promote Extended Use and Reduced Washing
Utilize Solution Dyeing for Fabrics
Innovate with Minimal Packaging
Encourage Consumer Awareness and Participation

8. Design for standardization and flexibility

Designing for standardization and flexibility can significantly contribute to the circularity and sustainability of fashion. By adopting these principles, brands can create more durable, adaptable, and eco-friendly products that meet consumer needs while reducing environmental impact. Here’s an expanded exploration of how this can be applied in design, production, and processes, with concrete examples and supporting statistics.

Standardization in Design
Flexibility in Production
Standardization in Processes
Flexibility in Design
Material Standardization and Sourcing
Technology Integration

9. Design For Possibility of Personalization and Customization

Designing for personalization and customization means creating products that can be easily adapted to fit individual preferences, styles, or needs. This approach can include offering adjustable features like interchangeable parts, modular elements, or made-to-order sizing options. It’s all about giving customers the ability to put their own spin on what they buy, which not only makes products more meaningful and unique but also reduces the likelihood of them being discarded. When people feel connected to what they wear, it has a longer lifespan in their wardrobe, supporting a more sustainable fashion cycle.

10. Design with localisation in mind

Designing with localization in mind involves creating fashion that leverages local resources, labor, and markets to minimize environmental impact and support local economies. This approach can significantly contribute to circularity and sustainability by reducing transportation emissions, fostering community development, and ensuring ethical production.

Here’s a list where localization can be applied:

Localization in Design involves creating products that reflect local culture, materials, and craftsmanship.
Localized production involves manufacturing products close to where they are sold, using local labor and resources.
Localizing processes involves using local resources and infrastructure to manage the entire lifecycle of a product, from design and production to recycling and disposal.
Supporting local communities – Investing in local economies helps create jobs, supports small businesses, and fosters economic resilience.
Promote Local Consumerism – Encouraging consumers to buy locally produced goods reduces the environmental impact of transportation and supports local businesses.

11. Design For Comfort, Fit and Movement

Designing for comfort, fit, and movement means creating clothing that feels great to wear and allows people to move freely. It’s about using stretch materials, creating relaxed fits that suit a variety of body types, and incorporating adjustable features to customize the fit. By carefully engineering patterns and placing design lines strategically, you can achieve optimal fit and function. This often involves collaborating with skilled pattern makers and thoroughly testing products until the fit is just right. The result? Clothes that offer instant comfort and complete freedom of movement, making them wardrobe favorites that people reach for again and again.

12. Design For Easy Care - repaIrability and maintainability

Designing for easy care means creating products that are simple to wash, dry, and maintain at home—no dry cleaning required. It’s also about making clothes easy to mend, with reinforced seams, and spare parts, or offering repair services so customers can keep their items in good shape for years. Providing clear instructions and guidance on how to care for and repair the product helps users extend its lifespan and maintain its quality. This approach encourages consumers to invest in long-lasting, well-cared-for pieces, reducing the need for constant replacements and supporting a more sustainable lifestyle.

Here are a set of ways to do it:

Focus on Home-Friendly Care
Use Machine-Washable Fabrics
Use Quick Drying Fabrics
Enhance Stain Resistance through material finishings
Promote Ease of Mending and Repair
Educate Customers on Care and Maintenance
Offer Repair Services and Resources

13. Design for storytelling -Design for product attachment, emotional durability

Designing for storytelling and emotional durability means creating products that people don’t just like but truly connect with. By sharing the story behind a product—why it was made, what innovative materials or technologies were used, and what makes it unique—you can build a deeper emotional bond between the product and its owner. When people understand and resonate with the values and craftsmanship behind a piece, they’re more likely to cherish and keep it for longer. It’s about turning a product into something meaningful, making it more than just an item, but a piece with a story worth holding onto.

14. Design for cyclability - Design with mono- materials - Design for disassembly - refurbishment (restore and old product and bring it to date) and remanufacture (use parts of discarded product in a new product)

Designing for cyclability means creating products that can be easily recycled, refurbished, or repurposed at the end of their life. This involves using mono-materials (a single type of material) to make recycling simpler and designing garments in a way that allows for easy disassembly. It’s about thinking ahead—making it possible to restore older items to keep them in use or breaking down discarded products to use their components in new creations. By considering what happens after a product’s initial life cycle, you’re ensuring that it stays in circulation, reducing waste, and contributing to a truly circular fashion system.

Here are some ways to do it:

Design for recycling and upcycling garments
Design with Monomaterials
Incorporate Easy Disassembly
Implement Recycling Systems for Production Waste
Create Take-Back Programs
Use Recycled Materials
Circular Economy Partnerships

15. Design With New Technology

Designing with new technology is about leveraging cutting-edge tools to create more efficient, sustainable, and innovative products. By using 3D design software like Clo3D, Browzwear, or Style3D, brands can replace traditional sampling methods, reducing energy use and waste in the development process. Virtual fitting rooms help tackle sizing challenges and lower return rates, while AI tools like ChatGPT and Midjourney speed up ideation and unlock new levels of creativity. Additionally, integrating NFTs can build brand value and add a digital layer to products, offering unique ownership experiences. Embracing these technologies helps brands stay ahead of the curve and transform how they create and engage with consumers.

You can use Leverage Advanced Technologies for Smarter Product Development, Adopt 3D Fabric and Garment Design, Reduce Returns with Virtual Fitting Rooms, and use AI for Ideation and Creativity.

16. Design for brand-building and long-term value

Designing for brand-building and long-term value means creating products that don’t just look good but have the potential to increase in worth over time, making them more of an investment than a simple purchase. This involves crafting items that are unique, support the brand’s mission and values, and are built to be resold or passed down, potentially at a higher price than when they were first bought. It’s a combination of thoughtful design, strong branding, and effective marketing that helps reinforce the perception of value and creates lasting demand. By treating products as assets that can be appreciated over time, brands build credibility and deepen their connection with customers, ensuring that each piece is more than just a purchase—it’s a statement of lasting worth.

17. Design for transparency and traceability

Designing for transparency and traceability means ensuring that every step of your product’s journey—from raw material sourcing to production and beyond—is visible and accountable. This approach not only guarantees quality and ethical production but also builds trust with your customers. By knowing exactly where your materials come from, the working conditions at factories (including subcontractors), and how each element of your product is made, you can support fair trade, use organic or recycled materials, and promote local production. Full supply chain transparency helps you track and measure your impact, improving both your operations and your brand’s credibility. It’s all about showing customers that you’re committed to ethical practices, and it helps turn them into loyal advocates for your brand.

18. Design for Gender Fluidity and Size Optimization

Designing for gender fluidity and size optimization means creating clothing that is inclusive, adaptable, and able to cater to a broad spectrum of body types and identities. This approach breaks away from traditional gendered fashion norms, offering versatile pieces that work for everyone, regardless of gender. It also addresses sizing inclusivity by designing garments that accommodate various body shapes, ensuring a better fit and extended wearability. By doing so, brands can streamline production, reduce the need for separate collections, and minimize waste. This results in fewer returns, lower inventory excess, and a more sustainable fashion model. Incorporating these principles helps brands promote inclusivity and body positivity while contributing to the circularity and sustainability of fashion.

19. Design for use for New Business Models

Designing for use in new business models means creating products with the intention of supporting alternative ways to access and enjoy fashion beyond just buying. Instead of a traditional linear model that ends when a customer makes a purchase, this approach explores models like resale, rental, subscription, and repair services. Each of these models encourages reuse, sharing, and longer product lifecycles, which reduces waste and environmental impact. For instance, offering garments through rental or subscription services gives customers flexibility and variety without the need to buy new items. Similarly, buy-back and trade-in programs keep garments in circulation longer and promote a circular economy. By embracing these new models, brands can cater to changing consumer behaviors, build stronger customer loyalty, and contribute to a more sustainable fashion industry.

20. Design For Change

Designing for change is about using your brand as a platform to advocate for what you believe in and inspire positive social impact. It’s not just about making products; it’s about taking a stand on causes that matter and communicating your efforts to create awareness and drive change. This could mean hosting events, sharing stories on social media, or participating in conferences and exhibitions to spread the word. When you educate and engage your customers, they become a part of the movement, supporting your mission and making more conscious choices themselves. The ultimate goal is to give back and build a community that’s aligned with your values, turning your brand into a force for good.