At Axil, we pride ourselves on having a team of experts who are not only leaders in waste management but passionate advocates for a sustainable future.
Meet Iona, a member of our team whose journey from Fashion to Waste underscores the interconnectedness of industries in the fight against climate change – and why the circular economy is everyone’s business.
From Runways to Recycling: A Journey Rooted in Purpose
Iona’s career began in Fashion, where she studied design and became fascinated by the potential of second-hand collections to reduce environmental harm. But during her undergraduate work in PR and research, she realised traditional Fashion paths weren’t aligned with her values or hope for the future. This led her to pursue a Master’s in Fashion Futures, focusing on systemic issues like textile waste, pollution, and the urgent need for circularity. “Fashion is creativity, and people are meant to create,” she says, “but creativity means nothing if it’s built on exploitation – of people or the planet.”
Her research delved into the industry: microfibre pollution choking oceans, landfills overflowing with discarded garments, and the carbon footprint of fast Fashion. She earned certifications with The Microfibre Consortium and the World Bank Group, specialising in emissions reporting and pollution control – skills she now applies daily at Axil.
Why Waste? “It’s Where the Future Is.”
For Iona, transitioning to waste management was a natural step. “The circular economy isn’t just a buzzword. “We ship mountains of ‘donated’ clothing overseas, but much of it isn’t wanted. It’s a profit-driven loop that ignores environmental costs. At Axil, we ask: How do we stop waste before it starts?”.
Her work focuses on pushing materials up the waste hierarchy – from disposal to reuse, repair, and recycling. “Consumer behaviour is key,” she explains. “Teaching people to care for, repair, or reuse items transforms waste into value. Imagine how transformative it would be if every business embedded that thinking into their model from day one.”
Iona states that “Right now, only a few European countries have laws that make companies responsible for the entire lifecycle of their textiles, from production to disposal. However, as the EU pushes for more stringent recycling and sustainability legislation, many more countries are likely to introduce similar laws for textiles in the future”.
The Cost of Inaction: Why Circularity Can’t Wait
With employer confidence in businesses plummeting, redundancies rising, and 30% of businesses hiking prices as they strive to cope with rising bills and tax, efficiency isn’t optional. Yet globally, 92 million tonnes of textile waste are dumped annually – waste that could be revenue. Clothing production doubled since 2000, but garments are worn 36% less. Meanwhile, 11% of plastic pollution comes from textiles, and only 8% of fibres are recycled. (source: Unsustainable fashion and textiles in focus for International Day of Zero Waste 2025)
“This isn’t just environmental negligence – it’s burning value,” says Iona. Businesses pay to dispose of ‘waste’ that could be repurposed, resold, or recycled. At Axil, we turn liabilities into assets.”
Discarded clothing often floods low-income countries in the Global South, overwhelming landfills and informal waste pickers. In cities and areas of natural beauty alike, textiles can rot for decades, releasing methane, microplastics and toxic chemicals – disrupting the biological systems of land, humans and animals. Consumers are becoming acutely aware of this and as a result brands are facing growing regulatory risks, from EU extended producer responsibility laws to consumer backlash.’
Axil’s Vision: Where Passion Meets Pragmatism
Iona’s expertise bridges Axil’s innovative services with circular principles. She champions initiatives like:
- Designing for End-of-Life: Collaborating with manufacturers to create products with disassembly and reuse in mind.
- Consumer Education: Advocating for repair cafés, care workshops, and take-back schemes to extend product lifecycles.
- Policy Advocacy: Supporting organisations like WRAP, Plan B, and the Centre for Sustainable Fashion to drive change.
“Axil isn’t just about managing waste – it’s about reengineering processes,” she says. “Our industry thrives on clever engineering and even cleverer people. Every recycling process, every innovative approach, every tonne of waste diverted is a step toward equilibrium.”
For businesses, this means:
- Cost Reduction: Cutting unnecessary disposal fees and raw material expenses.
- New Revenue: Tapping into resale markets (second-hand apparel grows 24% faster than fast Fashion). (Source: Finding Hope in the Face of the Climate Crisis: A Knowledge Exchange Workshop)
- Risk Mitigation: Staying ahead of regulations and consumer demands.
Hope for Tomorrow: Building a World Without Waste
Iona remains optimistic. “The tide is turning, albeit slowly. Consumers demand that brand activity aligns with their values, and policymakers are waking up. My dream? A future where ‘waste’ doesn’t exist – just a cyclical flow of resources that are replenished and respected.”
For Iona, working at Axil means being part of that transformation. “Waste management is where innovation meets impact. Here, we’re not just cleaning up messes – we’re building a world where circularity is the norm.”
Engineering Resilience in a Resource-Strained World
In an era of rising costs and shrinking margins, smart waste management isn’t optional – it’s your edge. Let Axil help you unlock value, reduce risk, and future-proof your business.