Cura textile recycling was proposed as the means to help the fashion and textile industry become more sustainable, by achieving a circular textile economy. The aim of the project was to test if branding can be utilised to aid the current environmental issues caused by the fashion industry.
The goal was to design and plan a business, that would collect unwanted clothing and textiles by consumers, shops, warehouses and factories, to recycle and produce new recycled textiles. Cura would ideally create business partnerships with vintage stores, charity shops high street retailers and factories, that would guarantee their unwanted stock for recycling and re-supplying to ultimately eliminate the need for the extraction of new materials to produce textiles.
Consumers on average despose 37.5kg of textiles a year of which 88% end up being disposed in landfills; therefore, consumers would be rewarded with either cash-back schemes or vouchers for their clothe donations, to build a lasting relationship with cura and minimase textile waste alongside textile production.
