An Introduction to the Circular Economy

What if waste was a design flaw, not an inevitable outcome? In a world where 85% of textiles end up in landfill[1], the circular economy offers a new way forward. A departure from the conventional ‘take-make-dispose’ model, the circular economy aims to keep resources in use for as long as possible, designing out waste, promoting reuse, repair, and recycling.

The concept of the circular economy was first introduced by Kenneth Boulding in his 1966 essay The Economics of the Coming Spaceship Earth. Boulding argued that humanity must adopt what he labelled a ‘spaceship’ economy – where resources are finite, meticulously managed, and continuously reused. Just like in a spaceship, waste must be minimised, and materials must be constantly recycled to sustain life.

Boulding argued that modern economies were behaving like ‘cowboys’ – waste was viewed as unlimited and discarded without consequence. This, Boulding maintained, was obviously unsustainable, both environmentally but also economically. Such a reliance on resource extraction and disposal inevitably leads to collapse once these resources run out.

But what if instead of viewing waste as an economic output – something to simply get rid of – we instead view it as an input for other processes? This idea is at the heart of the circular economy and something we champion here at kitround.

As the sports industry has grown, so has its material appetite. A thirsty demand for lightweight, high-performing synthetic materials not only produces vast carbon emissions through their production, but also heavily contribute to microplastic pollution in the world’s oceans. Estimates suggest that synthetic fabrics release 500,000 tonnes of microplastics annually – that equivalent to 50 billion plastic bottles [2]. It becomes clear that the industry should take a page out of Boulding’s book.

At kitround, we aim to turn theory into action by applying the circular economic principles to sportswear and equipment. Our mission is simple: keep products in circulation for as long as possible. By promoting the resale and reuse of sportswear, kitround helps to reduce the demand for new production, minimising waste, giving gear a second life and users a chance to make a tangible impact.

The sports industry faces a choice: continue down the linear path of resource extraction and waste or shift to a circular model. By embracing the circular economy, we can tackle environmental challenges while empowering consumers to make more sustainable decisions, for the planet and their wallet. Every small change adds up – choosing pregamed gear might seem like a small step, but it’s part of a much bigger movement towards a more conscious future for sport. Let’s close the loop together.

[1] Why clothes are so hard to recycle – BBC Future

[2] From Landfills to Oceans: Fast Fashions Synthetics Problem – New England Woolens