Why brands should join Seamless: Exclusive AFC member benefits

Australia leads the world in clothing consumption per capita, contributing significantly to the 200,000 tonnes of clothing that end up in landfills each year. This staggering figure highlights a pressing need for change. We’re challenging Australian Fashion Council Members to join like-minded brands striving to make a difference.

Enter Seamless, Australia's national clothing product stewardship scheme, now an independent organisation. Seamless aims to achieve what no single brand can do alone: revolutionise how Australians choose, enjoy, and recycle clothing.

Why Your Brand Should Join Seamless

Seamless is industry-owned, industry-led, and government-supported, offering brands a unique opportunity to shape and manage sustainable practices. Joining Seamless provides numerous benefits, including:

As a brand placing garments on the market, you're responsible for their entire lifecycle. 

Seamless empowers your brand to:

Participating in Seamless places your brand at the forefront of a collective movement to transform the fashion industry in Australia, setting new standards for responsible clothing and circular technology solutions.

Join Our Information Session

We invite all AFC members to learn more about Seamless and its benefits for your business. Join our information session to hear insights from leading brands and get your questions answered.

Date: Wednesday, August 14th
Time: 4:00 PM AEST

This session will cover:

We look forward to your participation and to driving positive change together. For your exclusive invitation, check your email inbox or contact info@ausfashion.com

AFC Highlights from 2023: Guiding the Just Transformation of our Industry

As we approach the conclusion of yet another year, we're taking the time to pause and celebrate the milestones achieved for our industry, all made possible through the unwavering support of our dedicated AFC Members, Patrons, and Partners. Together, we're driving a transformative journey toward a socially, environmentally, and economically prosperous circular economy by 2030, aiming for Net Zero by 2050. 

Thank you to our AFC Members for being integral to this journey — Join us in reflecting on some of our favourite milestones that defined 2023:

Launched Seamless Design & Roadmap, Australia’s National Clothing Stewardship Scheme: The Hon. Tanya Plibersek MP, Minister of Environment and Water, launched the design and roadmap for Seamless - a plan to revolutionise how clothing is made, used, and recirculated in Australia, striving for clothing circularity by 2030.

Launched ‘Advancing a Creative Industries Precinct for Sydney’ Report: Collaborating with the University of Technology Sydney, Minister John Graham, the Powerhouse Museum, and TAFE NSW, the AFC launched a report into the potential of Tech Central's anchor institutions in fostering a dynamic innovation ecosystem. 

Continued Support for First Nations People and Reconciliation: The AFC collaborated with industry leaders, brands and changemakers to launch #FashionForYes, uniting individuals who are committed to acknowledging First Nations' perspectives.

Joined the CSIRO Chief Scientist Expert Advisory Group:  An opportunity to represent our industry and offer impartial, external guidance to CSIRO regarding the national challenges and opportunities within our sector.

Second Pilot for FashTech Lab: Supported by City of Sydney, AFC partnered with leading Australian fashion brands and tech partners for FashTech Lab's second pilot, achieving notable milestones:

National Reconstruction Fund Industry Working Group Seat: Secured a seat in the ‘National Reconstruction Fund Industry Working Group’ to enhance local manufacturing capabilities in the fashion and textiles industry, aligned with government priorities.

Participation in the 'Inquiry into Perceptions and Status of VET': Committed to skill-building and creating career pathways, we contributed to the inquiry, fostering growth within our industry.

Melanie Levis' Nomination for 'ITAB Board of Management': AFC member Melanie Levis of Cue accepted a nomination to represent AFC at Manufacturing Skills Australia's 'ITAB Board of Management,' contributing to the development of local manufacturing capabilities in NSW.

Engagement in Notable Speaking Opportunities: The AFC had the privilege of sharing insights at notable events including the Ethical Consumer Report Webinar hosted by Baptist World Aid and Be Slavery Free, the Circular Economy Show presented by the Ellen MacArthur Foundation, the Sustainable Fashion Roundtable at NSW Parliament House convened by the Hon. Dr. Sarah Kaine MLC, as well as Ragtrader Live, Global Sourcing Expo, International Apparel Federation’s (IAF) World Fashion Convention in Philadelphia, Circularity Live and more.

Not yet a member? Join us to unlock exclusive resources and events, connect with our professional network, and contribute to the future of a sustainable and innovative industry. The AFC is proud to contribute 5% of membership fees to the Indigenous Fashion Fund, launching in 2024.

Seamless announces inaugural CEO and Board of Directors

The AFC is proud to support Seamless as it enters its next phase, welcoming the announcement of its new CEO and Board of Directors. We look forward to continuing our support for the new organisation, as well as current and future members, in 2024.

Seamless appoints new CEO, Ainsley Simpson

The recently formed Seamless Board, today announced the appointment of its inaugural CEO Ainsley Simpson, effective from 4 March 2024. Seamless is about creating a sustainable fashion future for the Australian clothing industry by transforming how clothing is made, used, reused and recycled in Australia.

In speaking about the CEO appointment Seamless Board Independent Chair, Rosanna Iacono, said.

‘As a respected, inclusive and values-driven business leader, Ainsley is an outstanding choice to champion our ambitious vision. She brings a wealth of strategic leadership experience and proven ability to drive sustainability best-practice, building strategic partnerships spanning government, business and industry peak bodies for intergenerational impact’.

Deeply familiar with driving sectoral change, Ms Simpson is currently the CEO of the Infrastructure Sustainability Council, a purpose-led not-for-profit, assuring economic, social and environmental outcomes for over $290 billion infrastructure investment across Australia and New Zealand. She has amplified the organisation's impact, serving a member base with a combined annual turnover of more than $50 billion.

Ms Simpson has worked in executive roles in public and private sector organisations, and holds non-executive roles on other not-for-profit boards and global committees which systematise continuous improvement and inform policy leadership so people, nature and nations thrive.

“This appointment marks the start of an exciting new chapter, and the board looks forward to working with Ainsley to drive responsible change toward effective clothing stewardship and circularity by 2030’, said Ms Iacono.

Commenting on her appointment, Ms Simpson stated “It is a privilege to be leading this important work on behalf of the founding and future members who are at the forefront of circularity in Australia; and contributing to transforming the way clothing is made, enjoyed and recirculated on a global scale’.

“My immediate priorities will be meeting our existing and imminent members and activating initial outcomes across our four strategic objectives; circular design, circular business models, closing the loop and citizen behaviour change.

The appointment represents a major milestone toward activating clothing stewardship in Australia.

Seamless Board of Directors

The Seamless Board is made up of a representative from the Australian Fashion Council and nominated representatives from each of the eight Seamless Foundation Members :

The Board is also currently recruiting two independent directors that will bring relevant specialist knowledge and skills across the clothing supply chain from clothing design, reuse and recycling and an independent director acting as Guardian of Nature, that will bring relevant specialist knowledge and skills in relation to the natural world and the non-human species that inhabit it and/or social impact.

Brands are encouraged to register their interest to remain up to date with Seamless.

Progress Update: Seamless Completes Phase One, Achieving Key Milestones.

The National Clothing Stewardship Scheme, Seamless, is a first of its kind and aims to transform how clothing is made, used and recirculated in Australia to achieve clothing circularity by 2030. 

On October 28, 2023, the Seamless Transition Advisory Group (TAG) concluded its fourth and final meeting, passing the baton to the new independent not-for-profit stewardship organisation under the oversight of the Board of Directors.

Since its establishment in June 2023, TAG members have demonstrated remarkable dedication to establishing a new entity in line with the transition plan's first stage. 

“The core goal of Seamless is creating a circular clothing industry by 2030, where responsible stewardship and citizenship are embedded across the entire clothing lifecycle.” – AFC CEO, Leila Naja Hibri said. 

Key achievements of the Seamless TAG to date:

“Change starts with all of us, and industry collaboration is a huge part of making the greatest impact,” said Michelle Pacey, General Manager for Product. “Cotton On’s partnership with Seamless is an important step in the right direction as we work together with other brands to find industry-wide sustainable solutions.” 

The TAG is made up of Foundation Members of Seamless along with a range of clothing supply chain specialists including NSW Environment Protection Authority, Charitable Recycling Australia, and Waste Management and Resource Recovery Association. 

The clothing industry was further represented by A.BCH, Bassike, Future Fashion Agency, and the Australian Fashion Council. 

“The diverse thinking and thoughtful contributions of all TAG members have resulted in the development of a Constitution and the appointment of an Executive and Governance Board where joined-up thinking and action will underpin the delivery of ambitious industry transformation and optimal outcomes for all key stakeholders” – said Rosanna Iacono, Independent Chair of the Seamless TAG

In November, the newly formed Seamless Board will initiate the selection of an independent Chair, Directors, and the CEO.

Brands are encouraged to register their interest to remain up to date with Seamless.

Progress Update: Seamless breaks new ground appointing new independent Director

The National Clothing Stewardship Scheme, Seamless, aims to transform how clothing is made, used and recirculated in Australia to achieve clothing circularity by 2030.

On 28 September 2023, the Seamless Transition Advisory Group (TAG) had its third meeting with a clear objective to progress the establishment of the Product Stewardship Organisation (PSO) through the development of a new Constitution and Board of Directors. 

Foundation members of Seamless; Big W, David Jones, Lorna Jane, Rip Curl, RM Williams and THE ICONIC, along with a range of clothing supply chain specialists including NSW Environment Protection Authority, Charitable Recycling Australia and Waste Management and Resource Recovery Association attended the meeting.

The clothing industry was further represented by A.BCH and the Australian Fashion Council.

The latest Foundation member, Sussan Group, joined the meeting for the first time. 

“The Sussan Group is looking forward to helping shape the conversation and recommendations for the proposed scheme. We are excited to be working alongside our Seamless partners on potential solutions to solve the issue of textile waste” said Rebecca Hard, Sussan Group CEO. 

The newly created Constitution establishes a robust framework with clear objectives related to clothing circularity and outlines the role of supply chain stakeholders in the governance of the organisation.

Notably, the new Seamless PSO is breaking new ground in Australia by appointing an independent director responsible for serving as a Guardian of Nature. This dedicated role is focused on representing the interests of nature, all species, and the environment as a whole.

“I commend the Transition Advisory Group for embracing a progressive approach in the establishment of the constitution, ensuring that the organisation will be genuinely focused on positive outcomes for planet, people and economy and inclusive in the breadth of stakeholders whose voices will be heard in the delivery of strategy,” said Rosanna Iacono, Independent Chair of the Seamless TAG.  

The TAG’s next meeting is scheduled for 26th October 2023 to finalise its role in the establishment process and to handover to the newly established PSO and its Board.

Register your interest.

Womenswear giant Sussan Group joins Seamless Foundation Members

The Australian Fashion Council is proud to share that the Sussan Group (Sussan, Sportsgirl & Suzanne Grae) have proudly signed on as a Foundation Member of Seamless, Australia’s national clothing stewardship scheme that aims to make Australian fashion and clothing truly circular by 2030.

The landmark scheme has been set up to change the way Australians consume and recycle their clothes and reduce the 200,000 tonnes of clothing that goes to Australian landfill each year.

The Sussan Group is delighted to join fellow Foundation Members David Jones, Big W, Rip Curl, RM Williams, Lorna Jane and The Iconic. “Together we are working towards shaping a sustainable future for the fashion industry,” Group Retail CEO Rebecca Hard said.

“The Sussan Group is looking forward to helping shape the conversation and recommendations for the proposed scheme. We are excited to be working alongside our Seamless partners on potential solutions to solve the issue of textile waste,” Ms Hard continued.

"It is so pleasing to see Sussan Group stepping up as a leader in our industry by becoming a Seamless Foundation member and making a genuine commitment to the future of the Australian fashion industry,” said Danielle Kent, Project Director of Seamless. “These organisations will play a pivotal part in building the foundational elements of the scheme and ensuring it has the best chance of success.”

The National Clothing Product Stewardship Scheme design and the Roadmap to Clothing Circularity will drive the industry towards clothing circularity by 2030 through:

Register your interest for Seamless

Progress Update: Seamless enters its transition phase

Australia's first National Clothing Stewardship Scheme, Seamless, aims to transform how clothing is made, used and recirculated in Australia to achieve clothing circularity by 2030.

On 24 August 2023, the Seamless Transition Advisory Group (TAG) had its second meeting, where it considered the new constitution of the Product Stewardship Organisation (PSO) and approved the CEO job description. These foundational elements of the new PSO are imperative to ensure that the governance set in place will deliver the objectives of the proposed Scheme.

The Seamless TAG is focused on establishing a PSO that looks at product stewardship within a circularity framework, and there are mechanisms in place to ensure that all actors across the clothing supply chain are actively engaged with the PSO.

Stage one of the Seamless transition plan remains on track to have the PSO established by the end of October 2023, with a new Board of Directors and CEO in place. 

Foundation members of Seamless; Big W, David Jones, Lorna Jane, Rip Curl, RM Williams and THE ICONIC, along with a range of clothing supply chain specialists including NSW Environment Protection Authority, Charitable Recycling Australia and Waste Management and Resource Recovery Association attended the meeting.

The clothing industry was further represented by A.BCH, Bassike, Future Fashion Agency and the Australian Fashion Council. 

The TAG’s next meeting is scheduled for 28th September 2023 to further progress the establishment of Seamless.

We are seeking expressions of interest in joining Seamless. Register your brand here to receive updates and information on how to join Seamless before launch.

Register your interest