Madeby Planet Earth Ltd's vision is to create a more transparent and circular fashion industry, empowering brands to participate in the circular economy and divest from linear take-make-waste model.

Fashion has doubled sales over the past 15 years, while the number of times an item is worn has fallen by 40%. On average, most clothes are thrown away just after 7-10 wears. After disposal, 73% are burned or buried in landfill, and under 1% are actually used to make new clothes.

This linear take-make-waste model in fashion is responsible for 1.2 billion tons of greenhouse gas (GHG) emission per year, or 8% of global emissions.

To meet the 1.5°C pathway targeted by the Paris Agreement, fashion needs a 50% reduction in emission (McKinsey).

To achieve this, a seismic change from linear to circular models such as resale or rental is required: if the average number of times a garment is worn were doubled, GHG emissions would decrease by 44%.

As promising as circularity is for the environment, consumers and business--- fashion is struggling to harness its potential. The industry still lacks solutions to manage a garment throughout its lifecycle with transparency on sourcing, authenticity, materials, product use beyond sale, and end-of-life solutions.

This project allows Madeby Planet Earth Ltd to help fashion companies:

* Develop the infrastructure needed to create digital IDs, which are the building block to unlock circularity in fashion
* Present brand offerings for resale and rental to customers in a clear, accessible and simple way, to encourage adoption
* And finally, future-proof resale and rental circular models by assessing the feasibility of adopting smart contracts to unlock automated royalty payments to brands. This has the potential of transforming how companies think about product lifecycle and longevity, and provides them with a financial interest.

The magnitude of the challenge in fashion is ambitious, and so is our vision for Madeby Planet Earth Ltd to create a more circular industry that plays an active role towards Net Zero.