Hey there,

After several years of fierce debate, lobbying and fine-tuning, the European Union (EU) has at last adopted the final text for its extended producer responsibility (EPR).

EPR...Boring, you might say.

But: highly relevant.

A game changer. Also for textiles.

Why?

Starting soon, every brand selling clothes, curtains, blankets (yes, even non-EU based ones) must cover the cost of collecting, sorting, recycling their products.

⏱️ Small brands get more time, but the clock is ticking. ⏱️

It's a turning point.

Not just because it’s regulatory, but because it forces brands to own the full lifecycle of what they sell.

🧐 Why this matters

• Only about 1% of textiles globally are recycled. Annual textile waste in the EU amounts to over 12.6 million metric tons.
• Right now, many fast fashion players offload the cost (harm) of the waste poduced to downstream actors (consumers, waste management, importers).
• That’s about to change.

💡 What to do (if you lead a brand / startup / sustainability team)

Here are practical moves that aren’t being discussed enough — things you can start doing today, that will pay off under the new law:

1. Audit your product journey​
   Map every stage: raw input → design → consumer → disposal. Identify “waste hotspots” (which designs are hard to recycle? which materials degrade badly?).
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2. Design for circular value​
   Use materials that are easier to recycle or reuse. Build in repairability. Consider take-back programs. Use mono-materials rather than mixed plastics/fabrics that are hard to separate.
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3. Set up reverse logistics​
   Maybe partner with local collection & sorting firms. Perhaps trial a small take-back program for a limited line so you learn what works (costs, customer behaviour, reuse potential).
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4. Tell a credible story, but don’t overpromise​
   Transparency will be everything: where your textile ends up, how much is actually recycled, what is waste. Avoid greenwashing. When customers trust you, that becomes a differentiator.

🔭 My perspective: Where this leads?

This isn’t just compliance. It’s an opportunity.

• Brands that move early, will gain advantage points: cost leadership in recycled inputs; loyalty from conscious consumers; fewer regulatory surprises.
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• Recycling infrastructure & tech will evolve fast. We’ll see more chemical recycling breakthroughs, modular product design, business models around “rent, repair, resale.”
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• But many will also struggle: small brands, those lacking in design or supply chain flexibility, those used to externalising waste. That’s a risk zone.

✅ What you can do now to get ahead

If you want real change and not just scrambling once the law bites:

1. Run a “Circular Readiness Workshop” with your team this month: sketch worst-case/likely scenarios under EPR, cost impact, customer behaviour.
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2. Explore pilot collaboration: can you co-launch a take-back scheme with one or two brands to share cost & learning?
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3. Commit to one transparent metric: % recycled input, % recyclable output, % waste diverted. And share it publicly.

Thanks for reading. If you’d like a deeper guide (“How to Make EPR Work Without Losing Margin”) or want to talk through what this law means for your company in particular, hit reply or grab a slot here [link].

Stay circular, stay kind. 🌀

Harald

Where to find me and others:

24 September 2025: Sirknorge Annual Conference, Oslo/Norway​
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​26 September 2025 : Green Film and Media Festival /Stuttgart​

23 October 2025: Camacol Summit, Barranquilla/Colombia

10-20 November 2025: COP 30, Belem/Brazil

Whenever you are ready, here are 5 ways I can help you:

​The Circular Advantage: If you're a corporate or a startup struggling with the lack of clarity on where to start or Building & funding circular business cases — my FREE 5-day email course is for you.

​Inspire Your Audience: From TED to Zero Waste Conferences, I've been invited as a keynote speaker to talk about circular economy, leadership, and innovation. Book me to start making an impact.

​Educate your team with a Circularity Masterclass: Partner up with me to create immersive experiences to make the Circular Economy feelable.

​Get inspired: My TEDxTirana talk on how we can hack a broken system while building a better one.

​Go deeper with my book: "The Customer is the Planet: A handbook for sustainable business" which I co-authored in 2024. ​
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