With over 30 years of international experience across the textile sector, Johan explained that brands must design long-lasting garments, enable circular supply chains, and offer services like repair, reuse, and recycling. By doing so, companies can keep the circular loop spinning and generate profit from additional circular activities.

By pushing circularity one step further, businesses can move towards a truly regenerative economy. He also emphasized the crucial difference between circular brands and fast fashion, where speed not only harms the planet but also destroys margins and brand value itself, as clearly seen in today's market. Drawing on the example from Polarn O Pyret, whose mission is that every garment should be worn by at least 3 children, he illustrated how circularity can extend product lifecycles while also driving profitability.

Thank you, Johan, for visiting and providing the students with valuable thoughts about circularity. It was greatly appreciated!

Axel Almersson, Key Account Manager, Circular Impact Retail Club 25/26