From cotton fields to circular wardrobes

How CARE’s Circular Clothing Pilot links global textile goals with everyday practice

In early October, two global awareness days spotlight the urgent need for sustainable textiles – from cotton farming to circular textiles. CARE’s practice-based pilots show how these ambitions can be translated into everyday action, generating evidence for change at the system level.

On 7 October, the UN’s World Cotton Day draws attention to one of the world’s most important raw materials. Cotton sustains the livelihoods of around 32 million farmers and supports the jobs of more than 100 million people globally. Yet it also faces significant sustainability challenges, from to labour rights concerns (UN).

However, the reputation of cotton as universally “water-hungry” is misleading. The cotton plant is actually a xerophyte, adapted to tolerate dry conditions, and in many regions it grows under rainfed conditions, without additional irrigation. In fact, more than half of global cotton production is rainfed, and in some African regions this proportion can reach up to 95 %, meaning almost no supplemental irrigation is required. Recent analyses also highlight that generalised claims about cotton’s water use often overlook regional variation and farming practices (ICAC, 2021 and Transformers Foundation, 2021).

Second-hand, first choice – shopping with intention helps extend the life of clothes and keeps textiles in use. | Photo by cottonbro studio | Pexels

The very next day, World Circular Textiles Day focuses on a vision for 2050: a world where textiles are kept in continual circulation, designed for durability, repairability and recyclability, and where waste and pollution are designed out from the start (World Circular Textiles Day).

These two days are a timely reminder that sustainable change in the textiles sector depends on action at every stage of the value chain: From raw material production to the everyday decisions that determine how long our clothes stay in use. CARE’s work with households across Europe speaks directly to this need.

A practice-based approach to change

At the heart of CARE’s clothing pilots is a practice theory approach. This research perspective recognises that changing consumption patterns is not simply a matter of telling people what to do or appealing to their attitudes. Instead, it focuses on reshaping the practices that make up everyday life – the things people actually do, in the contexts they do them.

In practical terms, this means working simultaneously on developing the skills needed to care for, repair and creatively adapt clothing so that it lasts longer; shifting the social norms and shared understandings that define what is considered “normal” or “desirable” clothing behaviour; and ensuring access to the tools, equipment and infrastructure that make sustainable practices possible. By bringing these three elements together, CARE creates the conditions in which new, more sustainable clothing practices can take root and become the default.

Three interventions – one shared goal

CARE’s mission is to help households across Europe reduce food waste and extend the lifespan of clothing. Through two circular pilots – one focused on food, the other on clothing – we co-design interventions with citizens, providing free tools and support to make change both practical and appealing.

Making small changes to our washing habits can have a big impact. For example, lowering the temperature, airing clothes and washing less frequently can help garments last longer. | Photo by Juno Cho | Unsplash

In the clothing pilot, three interventions are being implemented to explore how everyday practices can be transformed. The first of these is starting in autumn 2025, with timing varying slightly across the five participating countries. Working directly with households, the interventions introduce to new routines, share skills and track changes over time.

• Clothes washing intervention: Through stain removal, airing garments and reducing washing temperature and frequency, clothes last longer and the need for new items is reduced. This also lowers energy, water and detergent consumption.
• Repair and redesign intervention: Equipping households with a repair kit and the know-how to fix or creatively adapt clothing, from replacing zips to turning old fabrics into new items.
• Wardrobe challenge intervention: Encouraging participants to go three months without buying new clothing, instead exploring second-hand, borrowing or swapping alternatives.

From household action to system change

The fact that World Cotton Day and World Circular Textiles Day take place back-to-back in the calendar underscores the link between how materials are produced and how they are used. CARE’s pilots demonstrate how the principles behind both days – responsible production, fair work, resource efficiency, and keeping textiles in use – can be translated into everyday life.

The evidence we gather from these interventions will feed into policy recommendations, potential support and dialogue for civil society organisations or industry representatives, helping to bridge the gap between high-level sustainability goals and the practical realities of households across Europe.

Join the conversation on circular living!

Transforming the textiles system requires coordinated action – from cotton fields to clothing care. At CARE, we work closely with households to explore how circular clothing consumption habits can become part of everyday life.

We invite you to join the discussion and share your perspectives and learnings. Get involved with CARE here.  https://www.circularhouseholds.eu/engage/

Together with CARE, we transform our world for the better.

Header Image: Photo by Zidan Suryadi | Unsplash