Caylor is the co-founder and CEO of For Days, a sustainable brand with a focus on high-quality, recyclable pieces and a closed-loop business model.
“Owning things for forever is kind of a burden,” says Caylor. “It means that clothing piles up in our homes and we need to get rid of it, and 85% of clothing ends up in a landfill.” As fashion industry veterans, Caylor and co-founder Mary Saunders have seen the amount of textile waste the industry produces. They wanted to find a solution that would be scalable in the long term.
“We believe the future could [have] products float in and out of our life but within a system that doesn’t generate waste. In a system that takes responsibility and regenerates,” says Caylor.
For Days are early adopters of a closed-loop system. With every product they design, the end is considered before the beginning. This is because For Days runs a program where they take back all of the products they sell, in any condition. To do this, they have to make sure the process is as sustainable as possible so that at the end of life, the product is not further polluting the environment. And while they are most notably a fashion brand, their most popular SKU isn’t a piece of clothing. It’s the “take back bag,” a bag that customers buy, fill with their old For Days clothing or other garment pieces, send it back to For Days to be recycled, and receive a credit.
Saunders and Caylor view the takeback bag “as a service to the customer”. Saunders also notes a 75% increase in purchases from For Days customers participating in the circularity program.
Any sustainable brand knows that shifting consumer behaviour is one of the most challenging aspects of the industry. A product can be recyclable, compostable, or a part of a closed-loop system, but if it ends up in the landfill, it’s not circular.
That’s where the incentivized “take back bag,” re-enters the picture. By offering a space to bring unwanted clothing, as well as a store credit, For Days helps consumers invest in their own personal circular closet.
Caylor makes note of one customer who relays that they had been about to purchase a T-shirt from a different sustainable brand but then remembered that with For Days, they never had to pay full price for a shirt again through the circularity program.
Alleviating the burden of what to do with old clothing, making circularity accessible, and incentivizing take-back programs are a huge part of the behavioural shift For Days has managed to achieve with their customers. And because they have a long history in this field, they have scaled the take-back program to help brand partners achieve their own circularity goals.
The result is a growing base of companies centered around that initial vision of a world where we can have everything and waste nothing.