The Circularity Edge With Ken Alston

In the world of sports fandom, loyalty isn't just measured by cheers and game attendance—it's increasingly gauged by the latest team gear adorning fans' closets. But as teams constantly unveil new "looks" and limited-edition merchandise, we're faced with a growing problem: the unsustainable cycle of sports apparel purchase and use.

The Annual Uniform Carousel

Every year, professional and college sports teams introduce new uniforms, "alternate" jerseys, and special edition gear. While the excitement of a fresh look can be thrilling for fans, it comes at a significant environmental cost. Consider this:

* Resource Consumption: Each new jersey, hat, or t-shirt requires raw materials, water, and energy to produce.

* Short Lifespan: Last year's "must-have" item quickly becomes outdated, often worn only a few times before being relegated to the back of the closet.

* Waste Generation: As fans update their wardrobes, older items often end up in landfills, contributing to textile waste.

A Question for You: Take a moment to reflect on your own closet. How many team t-shirts and sweatshirts do you have right now that you don't use anymore? The answer might surprise you—and it's a tangible example of the issue we're discussing.

The Hidden Costs of Fandom

The push for new merchandise isn't just about team pride—it's a massive industry. The global licensed sports merchandise market size was valued at USD 33.48 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 4.9% from 2023 to 2030.

This growth rate might seem modest at first glance, but it's important to understand the compounding effect. A 4.9% annual growth means that the market is expected to increase by nearly 50% by 2030. This rapid expansion translates directly into more resources used, more energy consumed, and potentially more waste generated. Each percentage point of growth represents millions of additional items produced, worn briefly, and potentially discarded.

The environmental impact of this growth is not linear—it's exponential. As production scales up to meet demand, so too does the strain on our natural resources and waste management systems. This compounding effect accelerates the unsustainable outcomes we're already witnessing in the sports merchandise industry.

But this constant turnover comes with other hidden costs:

* Environmental Impact: The textile industry is one of the largest polluters globally. The production of sports merchandise contributes to this problem through water pollution, chemical use, and carbon emissions.

* Labor Concerns: Fast fashion practices in sports apparel can lead to poor working conditions and low wages for workers in manufacturing countries.

* Financial Strain on Fans: The pressure to buy new gear each season can be a significant financial burden, especially for dedicated fans who feel compelled to keep up.

Breaking the Cycle

So, what can be done to make sports merchandising more sustainable?

* Timeless Designs: Teams could focus on classic, enduring designs that don't go out of style after one season.

* Sustainable Materials: Using recycled fabrics or more environmentally friendly materials could reduce the impact of production.

* Repair and Upcycling Programs: Teams could offer services to repair or update old merchandise, extending its life.

* Fan Initiative: Supporters can take a stand by choosing to wear "vintage" gear proudly, resisting the urge to buy every new release.

The Future of Fandom

As we become more aware of the environmental challenges we face, it's time for sports culture to evolve. True team loyalty isn't about having the latest gear—it's about supporting your team through thick and thin, regardless of what you're wearing.

By pushing for more sustainable practices in sports merchandising, fans can send a powerful message: we love our teams, but we love our planet too.

TELL YOUR TEAM: It's time for "fast football" (and all other sports) fashion merchandise to slow down and for teams to score points for sustainability.

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Source: Grand View Research - Licensed Sports Merchandise Market Report

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In today's episode, Ken Alston talks with Mahasen Gunawardena, a.k.a. "Lanks" who is co-founder of Sustain Credits.

Remove your carbon & nature footprint through Earth Doctors -> buy trees, remove waste, improve biodiversity, protect animals - visit the SUstaina Credits website and find out about their monthly plans:  https://sustaincredits.com/plans

To join the movement as an Earth Doctor and get rewarded: https://sustaincredits.com/earthdoctor

1️⃣ heal the earth ➕🌐

2️⃣ send photos, videos with exact location to @sustaincredits 📸📍

3️⃣ collect sustain credits 🏁🎖️ Let's heal the world together!

As co-founder of the Bank & Vogue family of companies, Steven Bethell has been a thought leader and pioneer in the post-consumer textile space for over 20 years.

Unwanted garments across the world normally make their way to landfill - Bank & Vogue is here with the purpose to develop innovative and relevant solutions for the "Crisis of Stuff".

Every month the ompany receives 300 containers of old clothes. Sellable items are sent to Beyond Retro whilst Beyond Remade brings new life to old things - closing the loop.

After listening to the podcast, join Steven and product management team Hugo Harris and Padmini PV and sign up for free with Waterbear to watch the documentary “Behind the Scenes of Circularity – The Secondhand Superstar” 

Other links to Steven's world:

https://www.beyondretro.com/

https://www.beyondremade.com/

https://bvhservices.com/

https://www.bankvogue.com/

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In this episode, Rob Oomen is my guest. Rob is the Director General of Vytal, Mexico.

He recently introduced the Vytal reusable food and drink container system in Guadalajara, Mexico. 2023 is primed for expanding this important reusable container system in restaurants, company, and university cafeterias.

Already successful in Germany, this is the first use of this type of reusable container system in Mexico.

Vytal Mexico

Today I am talking with Tricia Carey, Chief Commercial Officer of Renewcell.

Tricia held various commercial management positions at Lenzing Fibers to establish the TENCEL™ brand, build mill partners and set retailer specifications. 

Tricia is an advocate for innovation and circularity in the textile and apparel industry. She recently joined Renewcell to accelerate the commercial development of Circulose®, making fashion circular.

Founded by innovators from Stockholm’s KTH Royal Institute of Technology in 2012, Re:NewCell AB (‘Renewcell’) is a multi-award-winning sustaintech company based in Sweden. The company’s vision is to make fashion circular.

Through its patented process, Renewcell is able to recycle cellulosic textile waste, such as worn-out cotton clothes and production scraps, transforming it into a pristine new material called Circulose®.

It's good to see companies helping to fill the gaps in the reverse logistics needed to implement a sustainable circular economy.

Connect with Tricia: Tricia Carey | LinkedIn

Additional company links:

renewcell.com I linkedin.com/renewcell

circulo.se I instagram.com/circulose

Five years ago, I went into the high Andes to pick coffee cherries and experience for myself the processes that are needed before we get that delicious taste of coffee in the morning.

In this podcast episode I welcome Josh Ziegelbaum, Director of Investor Relations for Legacy Group to talk about a new roasted coffee brand called Abira, recently launched in the USA. Listen in as we talk about the sustainably circular business practices that Green Coffee Company (GCC) is pioneering in Colombia.

Currently in a $100 Million Series C funding round, anticipating an 11X return on investment, GCC practices digital agronomy, has a very large tree planting program, is innovating with social, personal and professional advancement services for employees that significantly exceed norms in the industry.

In addition to planning its own U.S. based roastery, GCC also has plans to reutilize coffee waste to produce a whole new, value-added product stream making alcohol.

People often ask me how to contribute to a more sustainably circular world. One important way is to apply your own personal discretionary spending to brands and companies who are 'doing the right thing'.

I've switched my coffee purchases from a well-known maker of brewing machines and single brew disposable plastic pods to support this new Abira brand from Green Coffee Company in Colombia demonstrating more sustaining economic, environmental and social practices.

Below is the Abira coffee website link and promotional codes for Circularity Edge podcast listeners to buy coffee in the USA. Vote with your purchases and show companies that "We Prefer More Sustaining Brands"!

https://abiracoffee.com

Discount codes at checkout:

ABIRABUY1GET1 - For individual purchases

FIRST3FREE - For subscribers to an auto-ship plan

Legacy Group contact information is:

https://legacy-group.co/

[email protected]

Note: This podcast is NOT an endorsement or solicitation to invest. Any forward-looking statements made are not guarantees of performance or results. Listeners are encouraged to do their own due diligence before considering any investments.

Here's my recent conversation with long-time friend and fellow Cradle to Cradle design practitioner, Albin Kaelin.

I've known Albin for over 22 years. His story starts with the Genesis of the Cradle to Cradle design collaboration of William McDonough and Dr. Michael Braungart. Namely, creating the Climatex Lifecycle textile that confounded the Swiss water authorities because they could not find any trace of pollution in the factory wastewater.

Albin talks about his journey as CEO of a small Swiss textile mill reinventing his core products to become more sustainably circular, through to his award-winning role today as CEO of EPEA Switzerland.

Albin's work is ever practical, grounded in business reality, and completely focused on creating what he calls Networks of Trust to reinvent supply chains so that sustainable circularity can be enabled.

About Albin Kaelin - in his own words:
"I'm actually left-handed. When I got to school, I was forced to write on the right. Back then I asked why, but I didn't get an answer.

This experience has taught me not to accept anything whose sense I do not understand. I want to shape my life so that it makes sense for me and for the community. In doing it becomes visual how I take responsibility.

I work professionally to enable innovations to develop new concepts of production that no longer produce waste, but become 'nutrients' for other products. 

 I find my track of interface, where I am neither saying yes nor no and I am confident to bare my responsibility."

Website: www.epeaswitzerland.com

Catherine Roggero-Lovisi is CEO of Modern Meadows.

The Modern Meadows website states:  "Where Natural Inspiration Meets Extraordinary innovation". The company describes themselves as a purpose-driven, protein application powerhouse - building the sustainable bioeconomy.

Catherine and Ken talk about the company's protein-based products and how they are intentionally designed with both performance and sustainability in mind from the outset.

Catherine discusses the positive impacts and scalability of their products as well as the key business drivers that are inexorably moving employees, shareholders, insurance companies, governments and even customers to demand more sustainable solutions.

Importantly, the potential for local production can help reduce transport distances and contribute to lower Greenhouse Gas emissions.

More information at Modern Meadow website

Everlane's "Alt-Leather".

In this episode Ken Alston brings the story of "From Belo" up to date. First shared here in July 2021, Belo bags is a sustainable circular economy success story in progress.

Today Ken talks again with Co-founder Maria Costa about the growth and recognition that From Belo is now garnering.

From a small start-up in Belo Horizonte, Brazil as a new brand celebrating ethical craftsmanship, circular practices and a strong social connection, From Belo is now being showcased in one of the top retail stores in London, England.

BELO - Selfridges | Shop Online

Podcast discussion with Wajahat Hussain, Founder/CEO AT Biorestore.

Biorestore is a new laundry solution that restores used and worn clothing to new.

This is a new way to extend the use period of cotton garments and so help to reduce the negative impacts of fashion on the environment by enabling use over a longer time period.

For more information: https://bio-restore.com/