Across many categories, consumers have shifted away from traditional ownership to newer ways in which to access products. This evolution in consumer behaviour is partly driven by a hunger for newness, while embracing sustainability, and is expected to impact the fashion business in the years ahead. Together with their partners, MAYYA SALIBA is investigating the future of circular fashion in a shared economy. Their objective is to create the first-ever circular products optimised for reuse by simulating material usage in a repetitive cleaning process. This approach will prolong the products’ lifecycle and offer a more accessible alternative to customers.
MAYYA SALIBA is a circular start-up focused on finding solutions for the future of fashion. This work explores how a sharing economy could tackle the problem of under-utilisation in fashion. Across many categories, consumers have shifted away from traditional ownership to newer ways in which to access products. MAYYA SALIBA developed a new strategy and designed circular products meant specifically to be durable in reuse. In laboratory, they assessed the life-expectancy and the performance of two innovative circular textiles by simulating a rental environment, using various scenarios, and through repetitive mechanical ISO tests. In parallel, with the help of Lena Fashion Library and GreenBuzz Amsterdam, they evaluated which are the rental shop’s bestsellers and why. Based on the results, they studied and established a list of parameters- such as cut, shape, colour, composition – to consider when designing a successful rental collection. They produced two prototypes: a jacket made from Piñatex, a vegan substitute to leather made from pineapple waste, and a dress made from Waste2Wear twill from recycled plastic bottles.
Mayya Saliba is an award-winning is an innovation incubator working on design-driven solutions for the future of fashion. While they advise other brands and initiatives on circular economy strategies, their own line of products demonstrates their achievements in research and development.
Lena Fashion Library is a concept store based on the re-use philosophy. It offers customers a borrowing option, in which their curated collections can be rented through a subscription.
GreenBuzz Amsterdam is a peer-to-peer network for professionals active or interested in sustainability. They organise diverse events and formats focused on different sustainability topics.
Additional support: Eurofins, Piñatex, Waste2Wear, Brunello
LENA the fashion library
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MAYYA SALIBA circular fashion brand based between Berlin and Amsterdam. Each creation is designed for circularity using waste, pioneering materials and technologies. Their approach to creating change is to disrupt the way people experience fashion. Born in Brussels, Mayya, founder and Creative Director of MAYYA SALIBA is an award-winning designer and sustainability consultant with a focus on the Circular Economy. She holds a Master of Arts in Sustainability and 6+ years’ experience in the industry.
- Mayya Saliba
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Concept store based on the reuse philosophy. It offers customers a borrowing option, in which their collections can be rented through a subscription. About 10 years ago, three sisters Angela, Diana and Elisa set up the first vintage web shop in the Netherlands: Doortje Vintage. Two stores, a new team member Suzanne and a mountain of experience later, they founded LENA THE FASHION LIBRARY.
- LENA THE FASHION LIBRARY
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Peer-to-peer network for professionals interested in sustainability. They organise diverse events and formats focused on different sustainability topics. GreenBuzz is a non-profit organisation, locally and globally, they are motivated by their passion to create a world that works for everyone.
- GREENBUZZ AMSTERDAM
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