Skip to content

Free UK shipping on orders over £65 - free worldwide shipping over £100


Working towards a Circular Fashion future

by Georgia Cook 24 Oct 2021 0 Comments

It’s no secret that the fashion industry creates a lot of waste, with the current model being very much linear from creation to landfill. In the UK “1.7kg of fashion waste is landfilled yearly per person” and on average a piece of clothing is worn an average of just 7 times.  


So what is circular fashion?

Circular Fashion whilst the term only coined in 2014, has quickly become a industry buzzword. Currently our system is mostly linear with a create - wear - dispose system with some recycling added in. However a circular economy works to eliminate this and by thinking more carefully about the design and materials used. Some examples of this are, designing with sustainability in mind, using organic and eco material and inks, encouraging longer wear of items and making sure the rest can be truly biodegradable or reused.

There’s a lot that goes into it but this model can not only help immensely with the huge issue of waste but help us all heal our relationship with fast fashion and consumerism.



Here at HeartCure Jordan & I are big advocates for changing this model and personally buy almost entirely second hand or the ethically made pieces. We have small wardrobes and only buy what we love, meaning we buy fewer pieces and give them long lives. Of course we wanted to expand this passion to what we do with HeartCure and that’s why we created the ReNew and RePrint models. 



 Our reprint model opens a few times a year where we select a design and you send us your own clothes and we print! So for a small cost you can both bring new life to a piece of clothing you own and minimise the creation of new garments.



 The ReNew system is super simple, you send us your preloved HeartCure, we gift you a voucher for our website and then we resell the item to live another life with someone else! 


Here’s Jordan getting our latest ReNew drop steamed and ready to go…




We also of course are always working to better our practices as a small business and use water based inks, organic and recycled materials and renewable power factories. There’s still so much more to do for us all but we hope this post has inspired you to take a look at your relationship with fashion! It’s something we’re both so passionate about and want to help make a difference, however small.


Thanks for reading, please let us know below some of your favourite ways to find second hand pieces! 


Jordan & Georgia







930 x 520px


Sample Block Quote

Praesent vestibulum congue tellus at fringilla. Curabitur vitae semper sem, eu convallis est. Cras felis nunc commodo eu convallis vitae interdum non nisl. Maecenas ac est sit amet augue pharetra convallis.

Sample Paragraph Text

Praesent vestibulum congue tellus at fringilla. Curabitur vitae semper sem, eu convallis est. Cras felis nunc commodo eu convallis vitae interdum non nisl. Maecenas ac est sit amet augue pharetra convallis nec danos dui. Cras suscipit quam et turpis eleifend vitae malesuada magna congue. Damus id ullamcorper neque. Sed vitae mi a mi pretium aliquet ac sed elitos. Pellentesque nulla eros accumsan quis justo at tincidunt lobortis deli denimes, suspendisse vestibulum lectus in lectus volutpate.
Prev Post
Next Post

Leave a comment

Please note, comments need to be approved before they are published.

Thanks for subscribing!

This email has been registered!

Shop the look

Choose Options

Receive 5% off your first order, discount exclusives and more. Your privacy is our policy.

Recently Viewed


Edit Option
Back In Stock Notification
Terms & Conditions
What is Lorem Ipsum? Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Why do we use it? It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
this is just a warning
Shopping Cart
0 items