ABSTRACT Objective: this study aims to highlight the potential of the circular economy in small clothing companies, following the aspect of sustainable development, and that have undertaken some prior pro-sustainability action, under the notion that everything circular is sustainable, but not everything sustainable is circular. Theoretical approach: recent efforts from academia, consumers, and governments have focused on the application of the circular economy (CE), built on reduction, rethinking, repurposing, recirculation, reuse, and recycling of inputs and operations aimed at sustainable growth. The fashion industry is considered one of the most harmful sectors to the sustainability tripod. Due to its impact, the application of CE in this creative sector is seen as a potential path to align it with sustainable growth objectives through the development of circular firms. The theoretical foundation for CE, however, is filled with European, American, and Asian works, making it complex to transfer to the regional reality analyzed here. Method: three case studies were conducted, considering the theoretical approach of green supply chain management, triangulating in-depth individual interviews, non-participant in loco observation, and documental analysis. Result: reuse and recycling of textile and rethinking the design process were observed in the operations, while zero waste patternmaking, reverse logistics, impact measurement, the use of circular materials, and design for disassembly were not found, and remain as possible solutions to fill these gaps aiming at the adoption of the circular model. Conclusions: it is argued that these items should be the focal points of technological innovation, absent both in this study and in other investigations within the same empirical environment.
Czrnhak et al. (Wed,) studied this question.
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