Dhana Launches Circular Fashion Collection with Limited Edition
Circular Memory Jacket

Designed with zero waste in mind, jacket is first in Dhana’s Circular Fashion Collection

SAUSALITO, Calif., May 19, 2020 –
Sustainable and circular fashion company Dhana Inc. today launched its limited edition Circular Memory Jacket, the first piece in the apparel innovator’s Circular Fashion Collection. Designed with circular fashion principles, the Circular Memory Jacket is constructed from a combination of customers’ beloved “memory items” incorporated into the jacket’s lining along with repurposed deadstock – fabric that would have ended up in landfills – for its exterior. It diverts textiles from landfills and is completely water and chemical- free, allowing customers to be part of the climate change solution. Available worldwide, it can be purchased here. “We’re thrilled to make the Circular Memory Jacket available to the public,” said Shamini Dhana, founder and CEO of Dhana, Inc. “During this time of global crisis, our collective view of fashion is shifting dramatically as people realize the fragility our health and that of our planet. More and more, consumers are demanding visibility into the making of their garments – wanting to understand how they were made, by whom, and with what. Our new Circular Fashion Collection helps them do just that, while also inviting them to co create each piece and express their values in the clothes they wear.” Piloted via a Kickstarter campaign last fall, the Dhana Circular Memory Jacket represents the new reality of fashion, which is closed-looped, zero waste, and sustainable. Each jacket is one-of-a-kind with a customizable lining made from 10 upcycled garments sent by customers to represent memories they value and stories they will share through the jacket. The exterior of the jacket is built-to-last, water resistant, and weather-friendly. Via Dhana’s “Repair or Recycle” policy, customers can send the jacket to Dhana at any time for repairs and 100 percent recyclability. According to the United Nations, the fashion industry produces about 20 percent of global wastewater and is responsible for 10 percent of the world’s carbon emissions. The Ellen MacArthur Foundation estimates that 73 percent of textiles use in fashion – including unsold product – ends up in landfills or is incinerated. “Fashion’s linear model – with large amounts of non-renewable resources extracted to produce clothes that often are used for only a short time, after which they are landfilled or burned – is not sustainable,” added Dhana. “As proud members of the Global Fashion Agenda’s 2020 Commitment, we launch our new line with the firm belief that the new reality of fashion is circular.”

The Dhana Circular Memory Jacket, the highest-end piece in the Dhana Circular Fashion, is made-to-order in the USA at Dhana’s facility in Columbus, Ohio. It retails for $450, and is available worldwide at About Dhana Inc. Dhana Inc. is an innovative circular fashion company committed to transforming the customer experience from design to impact, and serving as a solution to climate change. Dhana Inc. launched its Circular Fashion Collection with the premier Limited Edition Circular Memory Jacket in October 2019 on Kickstarter. Created by artists and inspired by nature, Dhana apparel reflects the lifestyle of the trend-setters, socially conscious, and environmentally savvy. Dhana Inc. is one of the 90 signatory brands of the 2020 Circular Fashion Commitment. Dhana Inc. was founded in 2008 by Shamini Dhana. Dhana is a Certified B Corporation, Fairtrade Certified Brand, and received



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