Cupshe releases recycled plastics swimwear collection to spur fashion industry circularization

28 Apr 2023 --- Cupshe, a global fashion and beachwear e-tailer, has launched The Recycled Swim Collection, made with a minimum of 20% recycled materials. The release signifies an attempt to help circularize fashion industry production, which usually relies on beverage bottles for recycled content. 

Each collection piece has 82%-85% recycled nylon, 18% spandex and 100% recycled polyester for the lining. The recycled fabric comprises Global Recycled Standard (GRS) certified recycled nylon and polyester derived from pre-consumer and post-consumer materials, yarn waste and water bottles. 

“Our new Recycled Swim Collection reflects our dedication to fashion and environmental responsibility while ensuring affordability for all. We’re excited to create something better for the planet while being accessible and stylish to everyone,” says Jessie Han, senior marketing director at Cupshe. 

Cupshe calls the new collection a significant step toward a more circular fashion model. Fashion brands using post consumer recyclate from the packaging industry have caused major controversy as the majority of PCR is produced by the beverage bottling industry. 

Campaigners say that consequently, most fashion industry claims regarding recycled content are usually little more than greenwashing. 

The fashion industry has been criticized for poaching recycled PET from the beverage industry.Ethical fashion?
The company says its commitment to ethical and environmentally-friendly manufacturing practices extends beyond GRS-certification, as the collection and all other Cupshe products are Business Social Compliance Initiative compliant.

The compliance ensures that factories undergo routine audits to uphold the ethical treatment of workers, with stringent health and safety standards in place.

“This standard traces the entire supply chain to ensure all products made with a minimum of 20% recycled material meet strict environmental and social principles, including safe working conditions, fair wages, environmental safety requirements and chemical restrictions,” writes the company. 

The capsule includes 14 new swim styles, from one-pieces to strappy bikinis in earthy blue, green, and beige to match the recycled theme. The collection ranges from sizes XS to XL and retails between US$29.99-US$33.99.

Reducing fashions environmental impact
Cupshe also announced a global transition to exclusively using biodegradable packaging made with “nutrient-rich” materials to minimize the brand’s environmental impact.

The company states that it “sources high-quality materials that are durable to offset overconsumption, with design and quality at the forefront of Cupshe’s products.”

Other sustainable measures have been implemented, such as energy-efficient digital textile printing that has saved over 10.5 billion gallons of water and reduced emissions and excess waste, according to the brand. 

Recycling or downcycling?
Most of the recycled plastic used in fashion is made from PET. Mechanically recycled PET polyester is considered the most common recycled plastic fabric in fashion. A 2010 LCA found non-renewable energy savings of 40% to 85% when converting bottles to fiber. 

However, Nike, H&M, Primark and Zara were accused of greenwashing last year after a documentary from The Changing Markets Foundation revealed that clothes made from recycled plastic bottles are just as damaging to the environment as those that are not. 

The documentary demonstrated how polyester from downcycled PET could not be recycled again and go directly to landfills.

Fashion waste problem 
Recently, the Carbon Disclosure Project opened its global environmental disclosure platform for 2023, allowing companies across sectors to disclose their plastic-related impacts for the first time. The platform enables fashion, packaging and textile brands to disclose their plastic pollution to generate transparency and discourage greenwashing. 

According to the Ellen MacArthur Foundation, every second, the equivalent of a truckload of clothes is burnt or buried in a landfill. 

Additionally, Matter Of Trust reports that half of the garments from leading fast fashion brands are made of non-recycled plastics like polyester and nylon.

By Sabine Waldeck

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