No One Asked Me To. I'm Doing It Anyway.

Great! Another fashion-forward, sustainability-driven fashion brand. Another t-shirt in my closet, another sweater in my dresser. Another one claiming it’s the most sustainable brand and will solve everyone’s problems. Buy us first!

I think most of us have heard some version of this before or thought it. And fair enough if you had, but this is not Circlo. We don’t have all the answers—in fact, we have more questions than answers. But I saw things and I can’t go back anymore. So I’m doing something about it.

I watched a plastic bottle factory churn out endless containers, just so they could be "recycled" next door into recycled polyester garments. A closed loop, they claimed—except no one questioned why those bottles needed to be made in the first place.

I stood on pristine beaches in the Caribbean and saw waves of discarded clothes washing ashore all the while I’m trying to enjoy myself. Turning a blind eye got harder every day.

I learned that 10% of all global waste comes from the fashion industry. Ten percent. That’s not a side effect; that’s systemic failure.

And still, all I kept hearing was "we’re going green," "this product is sustainable," "this collection is circular." Unique products were being spotlighted like huge achievements. But no one was talking about the machine behind it all—the business model that demands more production, more sales, more waste.

Everyone wanted to make fashion a little less harmful.

No one wanted to rethink how fashion works.

I realized then that trying to fix this system from the inside might be impossible. It would take billions, decades, and still be fighting against its own DNA.

So I decided to build something else. From the ground up. No one asked me. But I’m doing it anyway.

Do YOU care?

The industry is broken, clearly and profoundly. But recognizing this wasn't enough. I felt compelled by my own internal conviction to do something about it. It started with a simple but powerful question: "Do You?" Do you know what happens to your clothes when you throw them away? Do you even care? Do you know what your clothes are made of? Do you know why organic is better than conventional? Do you know if it really is? Do you care if something is sustainable when you buy it?

Seeing the Forest

When I first began, not everyone understood what I was doing. Honestly, in the early days, I wasn’t entirely sure what I was trying to build. I just kept chipping away at it. The idea felt vague, intangible—a blur of ideas around premium clothing, sustainability, circularity, recycling, and resale. I kept asking myself, what would this look like? What does Zero Waste even mean? I got a million questions from others as well: Why are you making clothes? Really, you’re going to sell other people’s old stuff? If it’s about zero-waste, why are you making more of it? People questioned my motives, my methods, my purpose. There were moments when doubt crept in and the mountain ahead of me seemed insurmountable. And there still are, if I'm honest.

It’s taken time to clarify my vision and it’s still taking time. But I’m focused on progress over perfection and eventually a simple idea started to appear: how do you create a fashion industry that doesn't generate waste? How do you involve consumers in that process in a rewarding way? How do you enable people to express themselves through their clothes, but give them the tools to reduce their waste footprint? How do I make it easy and rewarding for consumers to participate in circularity? It became clear that Circlo wasn't about products alone; it was about fundamentally shifting how we engage with fashion. It’s a little bit contrarian, but it started to make sense to me.

Cutting Through the Noise

Building Circlo is not straightforward. Cutting through the industry's noise—the empty claims, superficial "eco-friendly" labels—is exhausting, challenging, and, frankly, frustrating. People have a perception of a fashion company that is clearly defined, so coming in with something new is not immediately accepted. Even just the conversation and perception of organic vs. non-organic materials is riddled with contradiction. Establishing true sustainability and transparency demands relentless honesty and constant questioning. Going beyond sustainability to circularity is already a challenge in and of itself as circularity seems to be such a vague and distant concept. It also means making mistakes along the way, owning them, and addressing them.

Developing a platform for resale and recycling added complexity. I would often ask myself, is Circlo a fashion brand or something else entirely? But with each step, the answer became clearer. Circlo needs to disrupt, to provoke thought, and to inspire real change. It needs to be open to collaboration with others, because this will take a village to achieve. Customers, collaborators, partners, detractors, amplifiers, creators. Everyone.

Beyond Clothes: Building a Zero-Waste Ecosystem

I know the existing fashion business model will be nearly impossible to convert into something truly circular. It’s built to sell more and more, and trying to retrofit it would take billions and decades.

So I decided to build something new from the ground up. No one asked me. But I'm doing it anyway.

Circlo isn't perfect, and I don't pretend it is. At this stage of the game, we have more questions than answers, but we don’t shy away from them. It represents a bold challenge to the status quo—proof that real change often begins quietly, with one individual's choice to act differently. My vision for Circlo goes beyond clothing. It's about building a zero-waste ecosystem—making sustainable living not just idealistic but effortless, as easy as buying something new.

No one asked me to take on this challenge. But here I am, asking you to question, learn, and act alongside me.

I’m not here to preach, I’m not here to judge. I’m not here to tell you what to do. I’m here to find solutions. Circlo is here to effect change. At this stage, it’s the equivalent of a pebble in the Pacific Ocean, but with enough pebbles, we can cause change. I believe that.

So now, I'm asking you:

Do You?