Purpose: The purpose of this paper is to explore consumers’ views and expectations on circular clothing. This paper also clarifies how the remanufacturing process should be communicated and circular fashion marketed to consumers. Design/methodology/approach: The research methodology consisted of consumer interviews, utilising an online innovation platform (Owela) to involve consumers and workshops with project partners and with external stakeholders. Findings: Consumers’ interest towards recycling and sustainable solutions has increased. They appreciate the idea of recycling textile waste to produce new clothes; circular products should become “the new normal”. Consumers are asking for more visible and concrete information about circular clothing and how their behaviour has affected the environmental aspects of textile production. The communication should be timed correctly by using multiple communication channels and also paying attention to the shopping experience. In addition, digital services alongside circular clothing could create additional value for consumers. Research limitations/implications: In this study, only consumers from Finland were involved. The results might be different in different parts of Europe and especially worldwide. Originality/value: This study focusses on circular clothing – an area that has not been studied much before. Also, consumers involved in this study were of a different age compared to most of the previous studies, where the focus has been mainly on young college students.

In order to add value to recycled textile material and to guarantee that the input material for recycling processes is of adequate quality, it is essential to be able to accurately recognise and sort items according to their material content. Therefore, there is a need for an economically viable and effective way to recognise and sort textile materials. Automated recognition and sorting lines provide a method for ensuring better quality of the fractions being recycled and thus enhance the availability of such fractions for recycling. The aim of this study was to deepen the understanding of NIR spectroscopy technology in the recognition of textile materials by studying the effects of structural fabric properties on the recognition. The identified properties of fabrics that led non-matching recognition were coating and finishing that lead different recognition of the material depending on the side facing the NIR analyser. In addition, very thin fabrics allowed NIRS to penetrate through the fabric and resulted in the non-matching recognition. Additionally, ageing was found to cause such chemical changes, especially in the spectra of cotton, that hampered the recognition.