In the previous Beyond Threads podcast, Bleckmann’s Erik Jansen Steenberg and Nicole Bassett discussed how implementing circular business models can create long-term value for fashion brands. In part two of their conversation, they focus on how brands can successfully integrate circular practices into their day-to-day operations.
Shifting mindsets: The new definition of sustainable success
Many forward-thinking brands across sectors are already embracing elements fundamental to circular economics. Modern business performance now encompasses medium to long-term growth forecasts, employee well-being and social responsibility as core success indicators, as well as traditional revenue and profit metrics.
This evolution reflects a broader market transformation. Today’s consumers are more environmentally conscious than ever before, actively seeking brands that mirror their personal values and commitment to sustainability.1 “Consumer expectations are shifting,” Nicole observes. “People are more aware of environmental impacts and want to support brands that align with their values. Those who invest in circular models will lead the next wave of sustainable innovation.”
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Real-world implementation: Circular practices across industries
Many businesses are already translating circular principles into tangible operational strategies. Fashion brands, for example, are pioneering repair services, second-hand resale platforms and rental programmes to maximise product lifecycles. Meanwhile, technology leaders such as Apple and Fairphone are extending device longevity through strategic software support and modular upgrade systems.
Within fashion fulfilment, companies like Bleckmann are implementing comprehensive circular logistics frameworks – expertly managing returns, refurbishments, resale and recycling processes to maintain product quality and utility while reducing landfill waste. These strategic implementations create pathways to enhanced profitability, stronger customer loyalty and improved operational resilience.
The future of circularity in the fashion industry
Looking ahead, the circularity trend is set to continue accelerating. “The transition won't be immediate,” Nicole acknowledges. “However, we’re already seeing financial markets, policymakers and entrepreneurs starting to rethink economic value beyond GDP. We’re entering an era where regenerative and distributive business models will define success.”
Want to find out more about how your brand can successfully implement circular frameworks? Press play on the Beyond Threads podcast to hear the full story, or get in contact for a free consultation with a Bleckmann expert!
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Transcript
Erik Jansen Steenberg:
Hi there and welcome back to part two of Bleckmann’s Beyond Threads podcast, where we are looking at macroeconomic trends and how they fit into the circularity models of today. I’m still joined by my colleague Nicole Bassett.
Nicole Bassett:
Hi, great to be back.
Erik Jansen Steenberg:
Let’s dive back into it straight away. When we take everything you’ve just said and try to make it more tangible, is there any way you can give examples of businesses that have successfully implemented circular models?
Nicole Bassett:
Yeah, definitely. There are a lot of examples across multiple industries. If we take fashion and apparel or lifestyle, there are a number of companies today that have incorporated repair, resale, or rental models into their businesses. They’re trying to figure out how to use an asset or product longer and create more business around that product.
If we look at phones, companies like Apple, Android, and Fairphone have shown that you don’t need to get a new phone every time there’s a software upgrade. We’ve figured out how to keep a product in use longer and do upgrades remotely. Fairphone even takes it a step further by designing phones so that parts and batteries can be easily replaced, allowing the product to be used much longer.
In the food industry, there used to be a lot of food waste simply because products didn’t look right. Now you see new companies saying, “Wait a minute, we can freeze that product, dehydrate it, or turn it into interesting snacks.” You’re also seeing many meat alternatives coming to the market, addressing the question of how we feed ourselves on a finite planet.
The car industry is another classic example. A car company’s revenue is no longer just from new cars. Thirty to fifty percent now comes from used cars or services. And then there’s Blackmon, for example, in logistics, providing circular logistics services. Instead of logistics being one-directional, the structure is built so items can come back, be repaired, resold, or recycled, keeping products in use longer.
Erik Jansen Steenberg:
Yeah.
Nicole Bassett:
These examples highlight that circularity is not just an environmental choice. It’s a strategic business decision that enhances profitability and consumer engagement. It also builds resilience and helps reduce risk for companies.
Erik Jansen Steenberg:
Yeah, definitely. And speaking as an employee of Blackmon, and more specifically from my business development role, I’m very proud of what we as a company are doing. We’re not sticking to what we’ve always done or what worked in the past, but continuously reinventing ourselves and evolving with the needs of the planet, as well as changing legislative requirements.
So I’m completely on board with everything you’ve just said, thank you for that. But when you look at the entrenched current system, to what extent do you think the circular economy is truly achievable and will become the next normal in the decades to come?
Nicole Bassett:
Yeah, that’s a great question, especially right now. If you open a news app, it can feel like no one is thinking about the environment because there’s so much going on geopolitically. So it’s fair to ask why this would actually come around.
I think it’s important not to be naive. We’re at a really interesting inflection point where two paths are happening simultaneously. On one path, people are taking a very protective approach to current systems and models. They’re trying to squeeze as much as they can out of old technologies and ways of working, often asking for legislation or technological fixes to protect industries that no longer have a future.
Coal is a good example. There are many lobbyists trying to protect it because it has served us well, provides jobs, and has existing infrastructure. I understand why that happens. Finding alternatives takes time.
At the same time, there’s another group of people saying, “I see where we need to be 50 years from now, and I’m going to start creating the change now.” They’re building businesses, innovations, and new business models that align with the reality of operating on a finite planet.
I believe that this path is not only possible, but inevitable. We’ve already crossed several planetary boundaries, and either by design or necessity, our economy will have to evolve. Businesses that recognize this shift early will have a head start.
This transition won’t happen overnight, but you can already see indicators in the market. We’re starting to measure carbon, happiness, and community health. Entrepreneurs are asking for policy changes. You may not see all the laws in place yet, but there’s a strong push toward measuring value beyond GDP.
We’re entering an era where businesses are regenerative and distributive, and they will define success in a way that allows us to have a viable economy in the future.
Erik Jansen Steenberg:
Yeah. I would personally like to see those changed measurements drive transformation by design, rather than forcing change out of necessity after we’ve depleted our resources. Because by then, the environmental impact could be irreversible. It really needs to happen now, not eventually.
Nicole Bassett:
I agree.
Erik Jansen Steenberg:
Unfortunately, Nicole, that’s all the time we have today. Thank you very much for joining us again. I always appreciate your insights, and I’m sure our listeners and viewers feel the same. How can they reach out to you if they want to continue the conversation or ask further questions?
Nicole Bassett:
You’re welcome to reach out to me and follow me on LinkedIn. I’d also encourage people to check out Blackmon’s website. There are many resources there, including white papers, podcasts, and discussions around circularity where you can learn much more.
Erik Jansen Steenberg:
Thank you. We’ll talk soon, and thank you all for joining us today. I hope you’ve learned and heard new things, just as I have. I look forward to seeing you in the next episode of Beyond Threads by Bleckmann. Thanks.
