The fashion industry has long been synonymous with glamour, innovation, and rapid reinvention. But beneath the surface lies a system built on overproduction, fleeting trends, and environmental cost. As consumers across the globe, and here in the UAE, become more conscious of their impact, the industry is being forced to confront a truth it can no longer ignore: the traditional, linear model of “buy, wear, discard” is outdated, unsustainable, and increasingly out of touch.
Sustainability is no longer just a buzzword, it’s the new benchmark of brand relevance. According to McKinsey & Company, 67% of global consumers now factor sustainability into their purchasing decisions. And in the UAE, where fashion-forwardness meets a growing eco-conscious mindset, the shift is palpable.
At the heart of this transformation is circular fashion, a movement grounded in resale, rental, and upcycling. It’s not just a trend; it’s a reimagining of fashion itself.
The True Cost of Fast Fashion
Globally, the fashion industry accounts for 10% of carbon emissions, more than international flights and maritime shipping combined. Fast fashion, with its relentless push for cheap, trendy, disposable clothing, is a major culprit. The industry discards 85% of all textiles each year, contributing to overflowing landfills and environmental degradation. The UAE consumes nearly 500 million pieces of textiles annually, with over 210,000 tonnes discarded. These are not just statistics, they’re symbols of an industry in urgent need of reinvention.
Today’s throwaway culture is costing us more than landfill space. It’s depleting resources, exploiting labour, and feeding an unsustainable appetite for novelty. And as the consequences become harder to ignore, so too does the opportunity to shift the narrative.
From Ownership to Experience: The Rise of Conscious Consumers
In the UAE, a region that blends tradition with cutting-edge innovation, the appetite for luxury and trendsetting is now intersecting with a desire for mindful consumption. Circular fashion platforms, offering designer rentals, curated secondhand selections, and upcycled exclusives, are thriving because they cater to what today’s shoppers truly want: style with substance.
A ThredUp report forecasts that the global secondhand market will hit $350 billion by 2028, growing three times faster than traditional retail. Gen Z and millennials, key drivers of UAE’s consumer market, are leading this change. These digitally savvy, socially aware shoppers value sustainability, transparency, and access over ownership. They want fashion that tells a story, not just about the designer, but about its impact.
Circularity as a Business Imperative
The fashion industry no longer sees sustainability as a corporate social responsibility checkbox but a competitive advantage.
Circular models encourage long-term engagement, where each transaction leads to the next. Instead of one-off purchases, brands cultivate ongoing relationships, building communities of loyal, like-minded customers. For brands operating in the UAE’s competitive retail space, this kind of loyalty is priceless.
Consider this: the fashion industry loses $500 billion annually due to underutilised garments and a lack of recycling. Circular business models don’t just reduce this waste, they unlock significant value. The fashion rental market alone is projected to reach $7.5 billion by 2026, driven by consumers who see fashion not just as a product, but as a service.
A New Style Identity for the UAE
The UAE is uniquely positioned to lead the region in sustainable fashion. With a thriving retail sector, a reputation for luxury, and an increasingly conscious consumer base, the country has the tools, and the platform, to set new standards.
Circular fashion isn’t about compromise. It’s about creativity, innovation, and evolution. It’s a call to designers to reimagine materials. A challenge to retailers to rethink value. And an invitation to consumers to participate in something bigger than a seasonal trend.
The Future of Fashion is Circular
Fashion is evolving, and so must we. As the global spotlight turns to sustainability, circular fashion is proving that environmental responsibility and business profitability can go hand in hand. For brands, the message is clear: adapt or become irrelevant. For consumers, the invitation is simple: wear your values, not just your style.
In the UAE and beyond, the future of fashion is circular, and it’s already unfolding, one conscious choice at a time.
By Rosie Gunn, Founder of Endless