In the transition to a circular economy, Circular Brands play a crucial yet often underestimated role.

The circular economy isn’t just about supply chains, materials, and regulatory frameworks. Important as these things are, the success of the circular economy depends on a large-scale shift at the level of behaviour and culture. What makes someone choose a circular product over a linear one, or take something to be repaired rather than replacing it?

The whitepaper introduces six Circular Brand™ archetypes drawing on examples from FREITAG, Decathlon, Patagonia, Vinted, Fairphone and others, and making the argument that a circular future won’t be built by one heroic brand alone.

There’s also a cultural case to be made: Patina is becoming the most direct anti-AI signal a brand can send. The brands being built around longevity and repair today are the heritage brands of tomorrow. And Gen Z is already spending nearly half their apparel budget on secondhand and not waiting for the mainstream to catch up.

This whitepaper is for brand strategists, sustainability leads, and anyone who wants to make circularity both viable and desirable.

Fill out the form below to download our whitepaper “Circular Brands” (pdf).