Our lens
I Will Circle Back (IWCB) is a research-informed storytelling platform focused on the circular economy — starting with fashion and expanding into culture, commerce, and climate.
We examine how circular systems actually function across fashion, consumption, and business models, with close attention to incentives, trade-offs, and what actually scales in practice.
Along the way, we draw from founder experiences, everyday consumer behaviour, and cultural signals.
We connect strategy, storytelling, and real-world decision-making to move circular ideas out of white papers and into daily life.
What we're exploring
A selection of essays, tools, and experiments exploring how circular systems work in practice — across fashion, culture, and everyday life.
Practical prompts designed to help teams and individuals apply circular thinking to everyday decisions.
A deep dive into how capital flows shape circular fashion — from funding models to incentives and trade-offs.
A practical composting journey — motivations, missteps, and small wins.
Global case studies of brands putting circular design into practice.