Every year, 4% to 9% of unsold clothes in Europe are destroyed before anyone even wears them.
But, starting 19 July, the EU's new ban officially puts an end to this waste.
Large companies are now legally prohibited from destroying unsold clothing, accessories, and footwear.
Medium-sized businesses will have to follow the same rules starting in 2030.
And this is a massive policy step that finally moves the EU beyond just recycling!
Instead of just breaking items down, it preserves the actual value already embedded in finished products.
Preventing this destruction protects the raw materials, water, and energy invested across the entire production chain.
Under these new rules, companies must prioritise selling, discounting, donating, or reusing their stock.
It will be fascinating to see how strict monitoring and implementation shape the long-term impact of this law.
Hopefully, this marks the beginning of a truly circular fashion economy. 🔄
