Exeter Alumni Launch #ChooseToReuse Campaign in line with Circular Economy Principles

With face coverings now mandatory in England’s shops and supermarkets, three Exeter alumni have launched a #ChooseToReuse campaign to champion sustainability at a time of crisis. The waste-savvy start-up is using circular economy principles to offer high quality reusable face coverings, in line with scientific advice, whilst having a positive impact on both people and planet.

Two former housemates at the University of Exeter, Dominic Hughes and Robert Hulmes, founded Myriad in May 2020 on a mission to inspire change in the fashion industry. Every year, over 300,000 tonnes of textiles goes to landfill in the UK, and only 1% of clothing is recycled into new clothing. Through a fresh approach to fashion, Myriad challenges industry leaders to design out waste from the start, by radically rethinking the materials used and optimising opportunities for reuse, remanufacturing, repair and recycling.

Myriad’s #ChooseToReuse campaign is a response to the dramatic surge of single-use face masks anticipated in the coming months. Single-use masks are commonly made from polypropylene, which is non-biodegradable and non-recyclable. According to the WWF, the incorrect disposal of just 1% of masks results in as many as 10 million masks per month polluting the environment.

Myriad’s face coverings, produced in collaboration with another University of Exeter alumni, Melisa Gooding, are made from ‘upcycled’ fabric. Upcycling, defined as the conversion of waste materials to something useful or valuable, is a key strategy within the circular economy to ensure that products are given additional lifecycles and avoid landfill. Their approach not only gives a new lease of life to textiles, but helps curb the increase in ocean pollution associated with the coronavirus pandemic. The face coverings are triple lined to offer the space to add a filter, and machine washable so they can be reused time and time again.

Dominic Hughes, Co-Founder of Myriad said: “Globally we are using 129 billion face masks every month and we are already seeing them washing up on coastlines around the world. This must be confronted. Unless you’re in a medical situation, the best option is to get a reusable face covering that can be worn and washed again and again.”

Robert Hulmes, Co-Founder of Myriad said: “We have really seen the fragility and brittleness of global supply chains as a result of the pandemic. The case for moving away from single-use towards reuse models is stronger than ever. We should be looking to save the valuable yet limited single-use face coverings for medical staff whilst the rest of us choose to reuse.”

Myriad’s reusable face coverings and their circular fashion range are available online via www.myriadcircular.com