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Abstract
The circular economy (CE) is an alternative paradigm to the current "take-make-dispose" linear economy paradigm. Research shows that there are many examples of CE as a possible way to achieve decoupling in large companies in different industries. However, solutions from smaller companies that are closer to consumer needs, have been less studied. The fashion industry is one of the most important value-creating industries with a long supply chain, and one of the industries with the most significant environmental and social problems in the world. As part of a comprehensive research project on circular solutions in the fashion industry, our research explores how sustainability is reflected in the circular business model of a small fashion company. The research methodology is a qualitative case study method. The main findings from the study of Saarika, a company that sells flat skirts made from used Indian saris, are that its recycled solution is environmentally friendly. On the other hand, it has a social value by providing jobs for Indian dressmakers and has built a consumer community around the brand, where sustainability is discussed alongside other themes, including femininity, reinforced by the use of materials and colours that are different from European culture.
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