DIF Studio Redesigning the fashion industry: jeans

  • Speakers:
  • Harald Cavalli-Björkman, Tom Duhoux
  • Details About the session
  • Speakers Info about who's talking

Every second, the equivalent of one garbage truck of textiles is landfilled or burned. An estimated USD 500 billion value is lost every year due to clothing being barely worn and rarely recycled. If nothing changes, by 2050 the fashion industry will use up a quarter of the world’s carbon budget.

However, the Ellen MacArthur Foundation has the ambition to ensure clothes are made from safe and renewable materials, that new business models increase their use, and old clothes are turned into new. How do you change a whole industry? Where do you start?

In this session, we will take the example of the jeans industry and bring together actors from across the whole supply chain who are disrupting and transforming the life cycle of jeans. Discover how they are transitioning to a circular system and the benefits for businesses, the planet, and society.


Harald Cavalli-Björkman

Harald Cavalli-Björkman

Head of Communications re:newcell

re:newcell, founded in 2012, is a Swedish textile recycling company that has developed a cutting-edge technology for recycling used cotton and other cellulosic fibers. The process converts textile waste such as used jeans and worn-out t-shirts into biodegradable Circulose® dissolving pulp, which is then used to produce new high quality textile fibers such at an industrial scale. With re:newcell’s unique and patented technology, the fashion industry can reduce CO2 emissions, water, chemicals and land consumption and greatly extend the use of earth’s resources. In 2019 re:newcell was named Swedish Circular Initiative of the Year, won the Encouragement for Action Award and selected as a finalist to the Norrsken Impact Award. re:newcell is a proud supporter of the Ellen MacArthur Foundations Jeans Re-design Initiative. re:newcell will launch Circulose® in retail in the beginning of 2020 in collaboration with a number of selected brands.

As Head of Communications at re:newcell Harald manages the company’s external relations and brand development. He has a background as an analyst and strategy consultant at Weber Shandwick heading projects on sustainability communications for various global B2C and B2B brand clients. Harald joined re:newcell in 2017 as the company began its leap from the lab to commercialization.

Tom Duhoux

Tom Duhoux

Founder of HNST

Tom Duhoux is the founder of HNST, a new Belgian denim brand that launched it’s first collection in 2017, designed and made according to circular economy principles. Tom has a background in business and started his career working for a big waste management company where he was introduced into the world of material loops and design for recycling. After having his own sustainable innovation agency where sustainability was approached from a business innovation and creative perspective, Tom felt the need to bring to practice what he preached and decided to apply his knowledge to the fashion industry. This decision was based his observation that innovation in this sector was still mainly driven by producing more, cheaper and faster. It is Tom’s belief that the circular economy principles are the perfect framework for innovation with focus on generating a positive societal impact.


Lukas Fuchs

Lukas Fuchs

Research Analyst, Make Fashion Circular

Lukas is a Research Analyst in the Make Fashion Circular team. He has been involved in writing the report ‘A New Textiles Economy: Redesigning fashion’s future’ and the creation of the Jeans Redesign.

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