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BERLIN - European online retailer Zalando has announced plans to invest in circular business practices covering the full lifecycle of products, from new design standards to recycling technologies.

The company says the measures, which also include new repair services and QR code digital product passports, are aimed at extending the life of at least 50 million fashion items by 2023.

“To reduce its negative impact on people and the planet the fashion industry needs to move towards a circular system,” commented Laura Coppen, head of circularity at Zalando.

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