The Circular Consumer | Annie Clementine

Annie Clementine
2 min readMay 16, 2022


Humble Beginnings of Circularity

With the exception of a couple of questions, each question gave the reader two options to choose from. The two questions that didn’t follow this guideline, provided the reader no choice at all, because the instagram account owner had already made up their mind on the answers to each of their questions, leaving no further room for debate.

The questions and predetermined answers were as follows:

1) Q. Faux fur or real fur?
A. This doesn’t warrant any debate, real fur is unacceptable in 2021.

2)Q. Slow fashion or fast fashion?
A. This doesn’t warrant any debate. Unless you do not have the means to afford slow fashion, fast fashion should not be supported.

While both questions warrant further discussion, it was the answer to the second question that we found ourselves most hung up on.

“Unless you do not have the means to afford slow fashion, fast fashion should not be supported”

What does this mean?”, we asked ourselves over and over. By way of providing context, the challenge of designing slow fashion to be accessible to all, has been one I have spent the last couple of years wrestling with. This involved taking a microscope and diving deep into various business models that managed to strike balance between designing high quality products for affordable price points, while maintaining the ability to keep the lights on.

And what we’ve found on this quest is the overwhelming challenge that still remains:

Striking a balance between businesses adopting new, sustainable models
and consumer adoption of the products that are the result of these models.

That’s what brought us here today, on this journey to learn how to be a consumer that supports sustainable business models that see waste as a resource, and design products to be circular instead of linear. Join us on my journey of learning as we go. It takes a village.

Get to know Annie Clementine, the brand that has material circularity at the heart of the products.