AAAD Launches Wool Take-Back Programme to Extend Garment Lifecycles
Women’s activewear and leisurewear brand an action a day (AAAD) has launched a new Wool Take-Back Programme, initially opening 2,000 places to customers who have purchased the brand’s wool products. The initiative reflects AAAD’s “natural sizing” approach to long-lasting design, extending its focus beyond product use to how garments are cared for, worn over time and eventually kept in circulation.
Returned wool products will be registered, sorted, cleaned, dismantled and processed according to their condition. Fibres that remain suitable for reuse will be repurposed as filling materials for items such as charms and cushions, while the programme also allows AAAD to track the condition of returned garments and gather feedback from wearers. By turning take-back into an ongoing dialogue between brand and consumer, AAAD aims to explore more practical ways of extending material value and making circularity part of everyday consumption.
