A different view
of circularity
Helping organisations design circular products, programs and partnerships that deliver environmental impact, commercial value and consumer participation.
BRANDS - RETAILERS - INDUSTRY BODIES - COUNCILS - RECYCLERS - STEWARDSHIP SCHEMES
Bridging product innovation, consumer behaviour and circular systems.
Systems matter. Infrastructure matters. Policy matters. But long-term success depends on participation.
Twenty years inside fashion and homewares, creating ranges, managing factories, reading consumer behaviour, then applied to circular economy programs, resale platforms, and community participation. Commercial experience plus circular literacy and creative direction, applied to wherever organisations need uptake, and engagement.
What Sets Us Apart
Circular fashion has a desire problem. Most consultants can map a system. Few understand how products are designed, purchased, used and valued by consumers. Fewer still have experience across product creation, retail, consumer behaviour and circular economy systems. That intersection is where Sustaining Fashion Co operates.
Product Creation
Understanding how products are designed, developed, sourced and brought to market.
Consumer Participation
Understanding what drives behaviour, adoption and engagement.
Circular Systems
Understanding how recovery, reuse and recycling pathways can create lasting value.
Currently Working With
Councils and local government on textile diversion and community engagement programs. Resale platforms on creative intelligence, styling, and the consumer experience layer. Brands and industry bodies on circular strategy, stakeholder alignment, and program viability. Educational institutions on curriculum, capability, and applied industry learning.
About Us
Sustaining Fashion Co was founded by Jo Jaggs, a product and design leader whose career spans product creation, consumer insight, trend forecasting and sustainability.
Having held senior leadership roles with Abercrombie & Fitch, Sheridan, Love to Dream and Target Australia, Jo brings a rare combination of product, supply chain and circularity expertise.
With a deep understanding of how products are designed, sourced, sold and ultimately recovered, Jo helps organisations bridge the gap between circular economy ambition and real-world adoption.
Her approach combines commercial thinking, consumer behaviour and systems change to create solutions that are practical, scalable and built for impact.
Experience Across the Value Chain
