The PULSE - Q+A With Seamless
It would be a conversation with depth exploring garment longevity, repairability and whether the materials and trims are made from recycled content or fabrics that are less harmful. I would ask whether the garment can be easily recycled at the end of its life and what evidence would be shared to …
OCTober 01, 2026
The PULSE: Q&A with Seamless Australia
Ainsley Simpson, CEO, Seamless Australia
“Better” can be an overused word in fashion. When a brand tells you a garment is better made, what do you want to know?
I’d lean to listen and learn more. Seamless actively supports continuous improvement so I would want to know what the baseline is – better, compared with what?
It would be a conversation with depth exploring garment longevity, repairability and whether the materials and trims are made from recycled content or fabrics that are less harmful. I would ask whether the garment can be easily recycled at the end of its life and what evidence would be shared to substantiate the claims.
A well-made garment that lasts twice as long is a very different proposition from one that simply uses a preferred fibre specified by a brand. Clothing brands need to be transparent about the choices they’re making and design with the garment’s purpose and whole life in mind.
Getting circular design right means balancing how a garment is made, how long it lasts in wear, and what happens to it next. How do those pull against each other, and what does that balance ask of a brand at the design stage?
There isn’t a single definition of a circular garment. A garment needs to be designed for its intended use and to last, but durability can sometimes make recycling more difficult. Likewise, choosing a recyclable material doesn’t help if the garment wears out quickly.
The design challenge is to consider the purpose and the whole life of the product from the outset: the materials, production methods, durability, repairability through its use phase and eventually, the recycling pathways. That requires designers and product teams to understand what happens beyond the point of sale and make informed and deliberate trade-offs.
Seamless has made the case for a mandatory clothing stewardship scheme. What should regulation require of every brand and what should brands lead themselves?
A regulated mandatory scheme will establish consistent accountability across the market and a commercial reason for clothing producers to design out waste. Regulation is needed to create a level playing field for every brand clothing Australians. It will also unlock investment in post-consumer infrastructure and services to ensure the cost of clothing waste is shared fairly.
But policy change won’t happen without industry voices and regulation shouldn’t replace industry leadership.
Responsible brands design out waste where they have control and also where they have influence. This includes designing for purpose and performance, reducing overproduction, and connecting to customers’ changing needs by evolving elements of their business models to include repair, resale and reuse. Regulation sets the minimum standard, and industry leadership needs to keep raising the bar.
You’ve watched Australian brands up close through the first years of Seamless. What are they getting right that other markets can learn from?
One thing that stands out is the willingness of the 58 responsible clothing brands who have joined as Seamless members to collaborate on a challenge that no single organisation or even government can solve.
Our foundation members including David Jones, Lorna Jane, Rip Curl, R.M. Williams, The Sussan Group and THE ICONIC understand that a national clothing system requires collective action, and we’re seeing that continue through participation in pilots, circular design training and industry initiatives. Clothing brands are increasingly embracing the opportunities of a circular clothing sector which allow them to be more connected with their customers, more agile in how they respond to market expectations, and better placed to build a distinctive brand experience based on quality, provenance and responsibility. Regardless of market share or size, no organisation has all the answers, and our Seamless members are demonstrating that industry collaboration is required for practical action.
What’s the oldest thing in your wardrobe that you still wear and why has it survived?
Two light-weight spencers [thermals] I’ve had since high school. While no longer white, they are still in good condition with a bit of ‘character’. One has a little ladder in the front, and the other has a reappearing hole under the arm.
I love them because they are soft on the skin and are perfect through Spring and Autumn, when I’m not quite ready for only one layer, and also through Winter when I’m usually dressed like a black forest cake with many layers.