You don’t need to be based in Shoreditch to shake up the fashion scene—Austin Tasker, founder of THE CIRKEL, is proving just that. With a mission to make second-hand fashion feel just as good (if not better) than buying new, THE CIRKEL blends smart tech, slick service, and a sustainability-first mindset. From AI-powered shopping to a resale model that actually pays sellers properly, it’s fashion with a conscience—and some serious style. We caught up with Austin to talk circular fashion, cultural shifts, and the big ambitions behind the brand.
What was the spark behind launching THE CIRKEL, and how did your journey into circular fashion begin?
I’m a self-confessed workaholic and figured that if I’m going to spend a lot of my life working on a project, it’s better to do something that helps rather than harms the planet.
After selling my last business and working for a few other start-ups, I started thinking about which industries have the biggest environmental impact. Energy, then agriculture – then fashion, which arguably has the third highest impact. Bonkers!
I’d built a marketplace business before, and fashion felt like a more fun (and feasible) option, so I went for it – even though I had zero industry contacts.
The stats are staggering—fashion produces more emissions than flights and shipping combined. Why do you think this crisis is still overlooked?
In the West, we’ve (generally) been indoctrinated into a need for new fashion. Seasonal collections – and now intra-season fast fashion- drive more sales for brands.
Clothes are deeply personal markers of identity. They reflect personality, status, subcultures, music tastes, and hobbies. Buying clothes is often an emotional decision.
As humans we tend to want to be part of something bigger than ourselves and clothes help us do that, so there is a mindset to focus on buying new to be part of the group (or even to stand out from being part of a group) This instinct fueled by huge marketing spend drives the desire for new.
I think that the average person understands that fashion has a big impact on the planet, but doesn’t know that the extent is extreme. Yes, fashion does create huge emissions, pollution and plastic waste. Yes it’s getting worse year on year. Yes we should all try and do something more to help the issue.
How does THE CIRKEL use technology to reshape how we shop, wear, and circulate clothing?
If we can make the buying experience in our store as good as buying new (just with a much better price tag!) then more people will make the switch to second-hand. Tech enables that experience.
We’ve been early adopters of AI. Years ago, we were testing hyper-realistic AI models and working with partners to create customised user experiences across our website. There’s still a long way to go, and shopping online will fundamentally change in the next 10 years – for both new and resale fashion.
Automation also plays a huge part in our success. It keeps costs down while keeping both experience and service high.
You talk about community as much as commerce—what role does education play in your platform?
We’ve built an incredible group around us – our sellers, partners, brands, and an amazing community who keep coming back to shop.
Unlike traditional stores that drop new collections every season, we list new clothes daily, so it is very easy to keep coming back.
We’re also moving beyond the transactional. Our media focusses on providing entertainment and fashion journalism. We’re also super approachable in an industry that traditionally has elitism locked in and although we’re still a growing business we’re championing other ethical brands.
We don’t preach about sustainability. We just make it really easy to make a better choice by shopping resale instead of new.
What makes THE CIRKEL different from traditional second-hand or resale marketplaces?
Our ethos is to make resale fashion feel like new – from the curation and garment quality to the photography and service levels. You shouldn’t see a difference between shopping with us and shopping with a new brand or retailer.
Orders are dispatched the next working day, beautifully packaged, as if brand new. The big difference is the huge discounts!
For sellers, it’s revolutionary. We do all the work. You just hand over your items, log into your dashboard to track listings and sales, then get your money. Completely drama-free.
I still buzz when I see millions in payouts going to our sellers. Every day, I think about how good it must feel to get cash drop ito your account for clothes you’re no longer wearing.
If someone’s just getting into sustainable fashion, what’s one mindset shift they need to make?
It might take you a little longer to find the pieces you love. Take that time – and enjoy the process. It’s worth it.
Don’t follow trends. Build your own style. Let go of this season’s ‘must-haves.’
Over a year, you’ll probably save thousands. And when you fall out of love with something, you can resell it – often for little or no loss. That’s one of the best things about buying resale in the first place.
Your cost-per-wear can be tiny. I even know people with a cost-neutral wardrobe – buying and selling in a way that keeps their wardrobe fresh without spending anything beyond their initial investment.
Fast fashion has a grip on so many—how do you see behavioural change becoming scalable?
In the EU, legislation is leading the way – France is taxing ultra-fast fashion, driving up prices and making it less competitive.
And resale is the fastest-growing category in fashion. So, people have already started to get the memo and are actively looking for a better deal for their wallets and the planet!
Looking ahead, what’s your vision for THE CIRKELl in five years? A global revolution or something more local, slow, and intentional?
We’ve achieved a lot in a short time – and I still feel like we’re just getting started.
Our ambition is to go big and become the go-to name for managed resale fashion across Europe.
Just as Vinted dominates peer-to-peer marketplace sales, we want to be the leader in the managed resale category.