Avoiding circular culture in the circular economy

This week, German luxury brand Rimowa quickly sold out its latest collection of vintage suitcases covered in dents, stickers, and tags.

It’s the latest step in the company’s commitment to treat wear and tear as a badge of honor and a reflection of a well-travelled life. They’re not the only ones. R. M. Williams’ repair service helps boots stay usable for decades, and has seen pairs passed down through generations.

It’s a sign that the circular economy is now so engrained in mass culture (see eBay supplying clothes for Love Island and Depop girlies creating an entire entertainment industry around reselling clothes) that it’s started to generate its own subcultures.

But it also raises an interesting question about the value of experience itself.

Creating new stories with pre-loved items is one thing. Co-opting someone else’s escapades is quite another. 

This conundrum isn’t just present in the circular economy. AI large language models arguably do exactly this, taking existing content and ideas and creating something that feels new but just…isn’t. 

The suitcases look cool, and buying one covered in tags and labels is undoubtedly quicker and cheaper than acquiring them yourself, even at a cost of between $1,000 and $1,500. 

But in embracing the virtuous aspects of recycling and imperfection, we surely have to be wary of leaving space to add something new, to reinterpret and reimagine, not simply reiterate. To prevent the circular economy leading to a circular culture.

Let the Depop girlies show us the way.