F/ACT Movement

The project aims to change the way clothes are consumed and to promote resource efficiency and lower the environmental footprint of garments. The focus is to activate the people’s wardrobes and promote re-using, mending, upgrading and sharing of garments. This is done by creating a social media community and share inspirational content, such as style-challenges, tutorials and information about fashion production, consumption and sustainability. A selected group of consumers also participate in interventions to change consumption habits and become ambassadors for F/ACT Movement, so called f/activists, by sharing their stories to others though social media to inspire a wider audience.

Parallelly, companies are invited to interact with the f/activists to understand how circular products and services models can be developed and promoted so they become attractive for consumers to choose. Companies have been invited to workshops and have had the possibility to interact with f/activists during panel discussions. Findings and insights from F/ACT Movement related to circular business development have also been gathered and made accessible in a report.

Throughout the project an educational and interactive course and has also been developed to facilitate circular collaborations between actors and companies locally.