THOUGHT LEADERSHIP: For Ken Pucker, circularity is just another win-win fantasy & distraction for the fashion industry.

Ken Pucker, former Timberland COO and current Professor at the Fletcher School of Law and Diplomacy at Tufts, recently published a series of pieces critiquing the circular agenda for fashion. In this content rich interview, Ken explains the history of how market-led voluntary solutions became the norm and the rise of what he calls Sustainability Inc., how circularity in the fashion industry is just another attempt to maintain the unsustainable status quo, the seven barriers preventing circularity from being a realistic solution, and what he thinks we need to do instead to ensure this industry can operate within the planetary boundaries. We discuss whether commercial companies are consciously deceiving their stakeholders about the potential of circularity, the limitations of unfettered capitalism and the psychology behind growth, and whether the industry should be much smaller. For more background, read his Business of Fashion opinion piece "Circularity is a Fashionable Fantasy" and his articles in the Stanford Social Innovation Review, "A Circle that is Not So Easily Squared: Can the fashion industry make a successful turn to a circular business model?" and "The Dangerous Allure of Win-Win Strategies".

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