SCIRCULA

Penny, a founder of SCIRCULA, was an online shopper and repeatedly had problems finding her right size and fit on every eCommerce site she shopped. This forced her to change her buying behaviours; ordering multiple sizes for 1 item knowing she’d send those that didn’t fit back. She hated this, not only because it was highly inefficient (requiring time & more money to manage returns) but she knew that her behaviours were also wasteful – creating more CO2 and contributing to landfill.

She was curious to understand if other online shoppers had adopted the same behaviours because of this problem and what that meant when aggregated across millions of users – not only from a profitability point of view for brands but from social behaviour and environmental impact that affects us all.

Her initial research blew my mind!

She learnt that the fashion industry produces 150 billion garments each year, 30% are never sold while 84% end up in a landfill. In addition, 40% of apparel sold online is returned due to incorrect size & fit, translating to a $144 billion problem.

With the global population forecast to reach 8.5 billion by 2030 and our consumption set to increase 65%, it was clear that the current system was simply not sustainable for people, profit or our planet.

Her belief then and today is that by using data and tech as a force for good, you can empower both citizens and brands to make the most informed decisions that will positively impact people, profit and our planet.

SCIRCULA is more than a business for her, it’s a personal mission to safeguard our planet. It’s her way of giving back and making sure her life counts for something.