At the same time, the brand remains committed to preserving the human creativity that defines fashion. Sustainability goals include expanding retail presence, improving material usage, and setting realistic, science-backed targets for waste reduction and carbon neutrality. CIRCULAR FASHION AND PRODUCT LIFECYCLE ELK’s Elk Renew program exemplifies its commitment to circularity. Customers are encouraged to return products for repair, relabeling, and resale, extending the life of garments and keeping them out of landfills. The initiative reflects ELK’s belief in countering the throwaway culture that dominates much of the fashion industry.“We want people to see fashion not as disposable, but as something to treasure, repair, and reuse,” Marnie says. The company also educates customers on basic repair skills, empowering them to reduce their own environmental impact. By promoting circular fashion, ELK is aligning sustainability with both economic practicality and environmental necessity. TRANSPARENCY AND RESPONSIBILITY Transparency is central to ELK’s identity. The company shares its progress and challenges openly, 68 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 09
RkJQdWJsaXNoZXIy MTI5MjAx