Circular Economy Dynamics in the Apparel Industry: The Emergence of “Retrovation”

The apparel industry is witnessing a significant transformation toward circularity in response to environmental concerns, with an original trend being the resurgence of traditional practices and processes under innovative contexts, termed “retrovation”. This chapter explores the intricate interplay between circularity and retrovation, aiming to illustrate how a retrovation-driven circular approach can foster sustainable transformations. It examines the convergence of craftsmanship, traditional production methods, and innovation with contemporary sustainability. The empirical analysis is based on a case study that investigates the application of retrovative activities for sustainability within the apparel industry. Specifically, it illustrates the revitalization of traditional practices by Rifò, a successful business within the Prato textile industrial district in Italy, spotlighting the original and innovative resurgence of cenciaioli’s artisanal abilities. Cenciaioli are renowned for their expertise in selecting and repurposing textile scraps and waste, and they epitomize the ethos of retrovation. Originating from a tradition of pragmatism, they now lead sustainability innovation by integrating traditional knowledge with current attention to environmental sustainability. By examining the fusion of circularity and retrovation within the apparel industry, this study illuminates the potential of retrovation in connecting cultural heritage practices and innovation for increasing the sustainability of the apparel industry, toward the implementation of an effective circular apparel ecosystem.