Gavin Fernie-Jones of the Re-Action Collective

How The Circular Economy Can Help Your Business

British-born Gavin Fernie-Jones got his start in the outdoors industry in Banff where he learned the art of ski boot fitting. He took those skills back to Europe and eventually came to own two ski shops in the French Alps. It didn’t take long for him to realize the significant environmental impact of the industry he was in and this led to initiatives like eliminating single-use plastics and switching to renewable energy. The breakthrough came with a community “Fix-It Event,” where people were encouraged to bring in their old outdoor gear to repair and re-sell. Over 9000 Euro was raised that day selling second-hand gear and made Gavin realize “my community cared about the environment,” he says.

That experience set Gavin on a path to create a non-profit organization that takes equipment like old donated ski uniforms and repurposes them and it also teaches people how to repair their own garments, service their bikes, and more. The model was so successful, he decided to scale up and together with Heather Davies they formed the Re-Action Collective 18 months ago. Since then, 40 organizations from around the world have joined the collective, including KORE in the Kootenays, and members “rescue products, revive them through repair and rebranding, and repurpose them,” Gavin says. “They then redistribute items through resale, rental and donation and reallocate profits to regenerate the outdoors.”

Gavin and Heather presented at a recent KORE online Speaker Series about Re-Action Collective about how it’s helping organizations and businesses make positive environmental and socials impacts around the world while also making money. Below is a summary of the main points of the presentation. For more about their collective, visit re-action-collective.org.

Community-Driven Sustainability

Heather Davies highlighted the importance of community involvement in sustainability efforts. Reaction Collective emphasizes local engagement by setting up community hubs where people can learn repair skills, repurpose old uniforms, and participate in sustainable projects. These hubs have become vibrant spaces for education and action, demonstrating that local efforts can drive significant environmental impact.

Embracing the Circular Economy

Heather also delved into the circular economy model that Reaction Collective advocates. The model includes rescuing products destined for landfills, reviving them through repairs or repurposing, and redistributing them through resales or rentals. This approach not only reduces waste but also makes outdoor gear more accessible and affordable, fostering a more inclusive outdoor community.

Challenges and Solutions in Scaling Sustainable Initiatives

Gavin and Rebecca Evans discussed the challenges of scaling sustainable initiatives. While opening more community hubs and creating decentralized repair centers is ideal, they acknowledged the difficulties in making these financially viable. However, the focus remains on testing ideas, sharing knowledge, and creating localized solutions that cater to specific community needs, which can inspire broader adoption.

Advocacy and Future Goals

The team outlined their advocacy efforts aimed at citizens, governments, and brands. They promote responsible consumption, support for circular economy models, and legislation that incentivizes sustainable practices. They envision a future where brands make quality, repairable products, governments subsidize repair services, and communities are educated and engaged in environmental stewardship.

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