As the fashion industry adopts circular economy practices to reduce waste, a significant issue has emerged: the geographical limitations of "Waste Reduction Networks." Research on 17 eco-friendly activewear brands in Europe and the US reveals that while these companies sell globally, their recycling and repair networks are often localized. This creates barriers for international consumers who want to engage in sustainability efforts, as the environmental costs of shipping items for recycling can outweigh the benefits, posing a challenge for brands aiming for global sustainability.
