{"id":10814,"date":"2023-06-21T13:07:32","date_gmt":"2023-06-21T11:07:32","guid":{"rendered":"https:\/\/nazena.com\/urban-circularity-eco-design-and-upcycling-to-create-added-value\/"},"modified":"2026-07-23T10:17:27","modified_gmt":"2026-07-23T08:17:27","slug":"urban-circularity-eco-design-and-upcycling-to-create-added-value","status":"publish","type":"post","link":"https:\/\/nazena.com\/en\/urban-circularity-eco-design-and-upcycling-to-create-added-value\/","title":{"rendered":"Urban Circularity: Eco-Design and Upcycling to Create Added Value"},"content":{"rendered":"

On Monday, June 19, 2023, we participated in Deloitte\u2019s<\/strong> roundtable discussion titled \u201cCircularCity Innovation Lab – Accelerating the Circular Transition<\/a>\u201d<\/strong> which focused on urban circularity<\/strong>.<\/p>\n

Nazena has been selected and included among the startups of interest to CircularCity, an open innovation program that aims to identify the most promising solutions from startups and scale-ups designed to transform cities in line with the macro-trends of circularity, while addressing the market\u2019s business and innovation needs.<\/p>\n

\"\"<\/a><\/p>\n

The panel, moderated by journalist Eleonora Chioda, also featured Melissa de Teff\u00e9, our International Business Developer, who discussed our goals and how we are working to achieve them by addressing industry challenges and seizing opportunities in the circular economy.<\/p>\n

\"\"<\/a><\/p>\n

The focus: Why are cities so important when it comes to the circular transition?<\/h2>\n

The first reason is linked to the massive process of urbanization<\/strong>; in fact, more than half of the world\u2019s population now lives in cities (according to the UN, this figure will rise to more than two-thirds by 2050) and secondly, because we must consider that people in cities consume 78% of the world\u2019s primary energy and account for more than 70% of carbon emissions.
\nCities therefore represent both a challenge and an opportunity<\/strong> for keeping global warming within the limits set by the Paris Agreement.<\/p>\n

The Global Situation<\/h2>\n

Despite growing awareness of these issues, only 7.2% of the global economy can be considered circular<\/strong> (Circularity Gap Report<\/em>). The report highlights that the amount of resources and materials used is constantly increasing; in fact, it is projected to double by 2050.<\/p>\n

And in Italy?<\/h2>\n

The 5th Circular Economy Report by the Circular Economy Network<\/em> shows that Italy is the most circular country among the top five EU economies (Spain, France, Germany, Italy, and Poland). In particular, the report highlights that Italy has one of the highest recycling rates in the EU<\/strong> (72% compared to an average of 53%).
\nThe circular economy represents an opportunity, both for regions and cities, to rethink production and consumption models, services, and infrastructure, and above all to serve as fertile ground for innovation.
\nFor example, Milan is part of C40<\/strong><\/a>, a global network of nearly 100 international cities united in action to combat the climate crisis<\/strong> and committed to using an inclusive, collaborative, science-based approach to reduce their fair share of emissions by 50% by 2030.<\/p>\n

The Role of Innovation in the Circular Transition<\/h2>\n

In addition to being at the forefront of the fight against climate change, cities are also where financial, commercial and public plans converge.<\/strong>
\nCircular development, like sustainable development, is in fact a type of transition that must be systemic to succeed and relies on strong interconnections between sectors. This means that innovative ways of (re)thinking production and consumption systems must be implemented.<\/p>\n

Key Areas for Developing a Circular City<\/h2>\n

There are four interconnected macro-trends of strategic importance for improving urban infrastructure<\/strong> toward a virtuous model of circularity.
\nTherefore, the areas of greatest interest for the circular economy in cities are: materials, transportation, resources and water.<\/p>\n

1. MATERIAL CYCLE<\/strong>
\nOptimization of the material cycle and land use, through:
\n\u2022 Recycling of construction materials
\n\u2022 Nature-based solutions
\n\u2022 Energy optimization<\/p>\n

2. TRANSPORT & MOBILITY CYCLE<\/strong>
\nCreation of a shared and clean mobility system, through:
\n\u2022 Mobility as a Service
\n\u2022 Active mobility
\n\u2022 Smart logistics<\/p>\n

3. RESOURCE CYCLE<\/strong>
\nMore efficient use of resources in the urban context, through:
\n\u2022 Eco-design of products
\n\u2022 Viewing the city as an urban mine
\n\u2022 Smart logistics<\/p>\n

4. WATER CYCLE<\/strong>
\nClosing the water cycle, through:
\n\u2022 Recovery from contaminated sources
\n\u2022 Rainwater harvesting
\n\u2022 Reduction of water losses<\/p>\n

Resource Cycle<\/h2>\n

When it comes to the Resource Cycle, within the framework of the circular city, it is essential to meet the goals set by the EU. This requires innovative solutions<\/strong> that enable the use of both primary and secondary resources, further reducing waste generation.
\nThe resource cycle focuses on the more efficient use of natural resources available in the urban context<\/strong>, where reuse, repair, and recycling are facilitated, and goods and products are shared and recovered at the end of their life cycle. This cycle focuses on reducing the extraction of new resources<\/strong>, optimizing the use of existing resources, and creating more sustainable consumption patterns<\/strong>. This involves adopting circular design strategies, promoting the circular economy, and implementing waste management infrastructure and systems that encourage the reduction, reuse, and recycling of resources.
\nThese are strategies and measures that we at Nazena have always shared and promoted<\/strong>.<\/p>\n

What does Nazena do?<\/h2>\n

At Nazena, by recycling textile fibers, we transform industrial textile waste and used clothing into new products<\/strong>.
\nThis is a circular economy solution designed to transform and innovate the fashion industry in line with the principles of environmental sustainability \u2014 and beyond.
\nIn this way, we reduce textile production waste by giving it new life and reintroducing it into the production cycle.
\nWe also work constantly to support companies on their journey toward sustainable innovation. Ours is a patented process of upcycling and sustainable innovation<\/strong> that allows us to recover up to 100%<\/strong> of textile fibers<\/strong> and create a durable material<\/strong> that can be shaped to meet the customer\u2019s needs. We are, in fact, able to create various product concepts<\/strong>, ranging from packaging to furniture<\/strong>, as well as home decor items and acoustic panels<\/strong><\/strong>.<\/p>\n

<\/p>\n

How much do we recycle in Italy?<\/h2>\n

Deloitte has highlighted that Italy ranks well compared to other countries<\/strong>, but has not yet met the EU targets.
\nThere has been a 23% decrease in the amount of municipal waste sent to landfills in Italy (2011\u20132021).
\nThe EU target for municipal waste sent to landfills is 10%.<\/p>\n

Let\u2019s not forget that there are areas for innovation to work on to improve<\/strong> these figures:
\n\u2022 Smart waste logistics
\n\u2022 Use of secondary raw materials
\n\u2022 Repair services
\n\u2022 Product life extension
\n\u2022 Cities as urban mines
\n\u2022 New recycling technologies<\/p>\n

The Role of Innovation<\/h2>\n

Innovation is essential for the full realization of a new circular model. Significant investments and the growing focus on circularity can be channeled toward the development of innovative, circular, and sustainable technologies, partnerships, and business models.
\nSustainable and circular innovation<\/strong> is driven by three key assets:<\/p>\n

1. PRODUCT INNOVATION<\/em>
\n\u2022 New Technologies
\n\u2022 New Materials
\n\u2022 New Processes<\/p>\n

2. ECOSYSTEM INNOVATION<\/em>
\n\u2022 New Relationships
\n\u2022 New Partners (manufacturers, suppliers, regulatory authorities, etc.)<\/p>\n

3. BUSINESS MODEL INNOVATION<\/em>
\n\u2022 New Value for Stakeholders
\n\u2022 Greater Resource Efficiency<\/p>\n

The CircularCity Lab aims to identify the most innovative and promising startups in the circular economy<\/strong>, particularly within CircularCity\u2019s four strategic segments: Materials, Transport & Mobility, Resources and Water.<\/p>\n

It is an honor to have been selected as one of the relevant startups for CircularCity<\/strong>, Deloitte\u2019s open innovation program that aims to identify the most promising solutions from startups and scale-ups to revolutionize cities based on the macro-trends of circularity, in line with the market\u2019s business and innovation needs.<\/p>\n

\"\"<\/a><\/h2>\n

The Principles of the Circular Economy in the Resource Cycle<\/p>\n

Integrating the principles of the circular economy into the resource cycle can lead to reduced consumption of virgin materials, lower levels of waste and toxic substances, better utilization of products and an overall reduction in environmental impact.<\/p>\n

We have access to various types of products in our daily lives: food, consumer goods, electronics, and clothing \u2014 all goods that enable us to enjoy a good quality of life. However, the current linear model of production and consumption involves the extraction of finite resources, their processing, and the generation of large volumes of waste.
\nGiven the steady growth of the urban population, this is no longer sustainable<\/strong>.
\nThe World Economic Forum<\/strong> estimates a 116% increase in material consumption when comparing 2010 figures (41.1 billion tons) with projections for 2050 (81.8 billion tons). The shift from a linear to a circular approach is therefore essential to meet the growing demand for resources.
\nIn the transition from a linear supply chain model to a circular one<\/strong>, the market faces, first and foremost, a challenge of innovation.<\/p>\n

What strategies should be adopted?<\/h2>\n

Adopting circular strategies makes it possible both to develop effective and scalable methods for waste collection, transport and management and to recover value from waste<\/strong> through upcycling, reuse, recycling and \u2014 only as a last resort \u2014 disposal, in order to generate added value.<\/p>\n

ECO-DESIGN<\/em>
\nThe eco-design approach requires conceiving products and services from a circular perspective<\/strong>, designed for reuse, repair and recycling.<\/p>\n

ALTERNATIVE SOURCING<\/em>
\nTo reduce the exploitation of primary resources<\/strong>, a key solution is to transform end-of-life materials into secondary raw materials and reintroduce them into the flow, finding new applications within the urban context.<\/p>\n

URBAN MINES<\/em>
\nCities should be viewed as \u201curban mines\u201d that provide large quantities of resources in the form of waste<\/strong> during a period of raw material and energy crises.<\/p>\n

SMART TRANSPORT<\/em>
\nSmart transport for waste management can help reduce the environmental impact associated with transporting collected waste<\/strong> in urban areas.<\/p>\n

\"waste<\/p>\n

The primary objective of the CircularCity Innovation Lab is to develop a new open innovation ecosystem<\/strong> to bring together the knowledge, expertise, technologies and resources of various stakeholders in line with the macro-trends of the CircularCity.
\nInnovation can support, enhance and drive circularity.<\/p>\n

Creativity and innovation are about finding unexpected solutions to obvious problems, or finding obvious solutions to unexpected problems.<\/em>
\nRei Inamoto<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

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