The Ledger Blog

Sustainability Tips: Discover Circular Living - Redefining Sustainable Living

7 min read

Updated: Dec 1, 2024

It’s time. After years of building, learning, and evolving, I’m excited to finally openly share the ideas and experiences that have shaped OUR CHOICE Circular Fashion. The equation above captures one of the core takeaways from this journey and what inspired the name of this Ledger Blog category: Circular Living.

So, without further ado: welcome to the Ledger and the Circular Living blog series—a space where we redefine what sustainable living means. Let’s start with a question I’ve been asking myself for years, and a question that was fundamental already when I decided to start my journey as an entrepreneur: What does it take to create real change?

The truth? It’s not just about creating innovative products; it’s about changing behaviors and rethinking how we live. That’s why we’ve built OUR CHOICE to be more than a sneaker brand. Our mission is to inspire circular living—not as a buzzword but as a mindset that transforms how we consume, create, and connect.

Filip Westerlund showcasing the first circular sneakers during the 2020 Kickstarter campaign, symbolizing the beginning of meaningful change in the fashion industry.

Doing something differently: I got tired of plastic vegan sneakers and launched repairable, circular sneakers made from natural materials. This shot from our 2020 Kickstarter campaign captures the 'why' of OUR CHOICE Circular Fashion—meaningful change in the fashion industry

Sustainable Living Doesn't Cut It

OUR CHOICE has always been more than a sneaker brand. Yes, we design repairable circular sneakers that are loved by people around the world (24 countries!). But what truly defines us is our belief that sustainability isn’t just about what you buy—it’s about how you live. Circular living isn’t just a trend; it’s a mindset.

So, what’s the news? Well, now feels like the perfect time to share that mindset with you, more openly than ever before. Through this blog, we’re creating a space to explore the ideas, behaviors, and stories that drive the circular economy. Why? Because Sustainable Living doesn't cut it. We need to navigate further and deeper within ourselves to leverage more of our innate adaptability, power to grow exponentially as humans, and willingness to keep going, even when the path isn’t clear (trust me on this one..). We need circular living.

Circular Living Starts with Behavioral Change

If the circular economy is the destination, behavioral change is both the starting point and the vehicle to get us there. Innovation alone isn’t enough to close the loop; we need to rethink and transform what we “normally do.” Creating circular products, starting sustainable businesses, and innovating solutions are all vital steps—but closing the loop requires something deeper: connection.

Connection to what? To the products we use, the people around us, and the communities we build. Why? Because behavioral change thrives on reinforcement—both giving it and receiving it. We need to be reinforced in our efforts to live circularly and, in turn, reinforce others to do the same. This reciprocal exchange is what makes behavioral change sustainable and, ultimately, impactful.

OUR CHOICE crafting sneakers using natural materials, highlighting ethical supply chains and long-lasting, circular design principles.

Materials for products to connect with, straight from our factory in Portugal. Real quality create something vegan sneakers can’t: lasting value, ethical supply chains, and products that individuals and communities (think about the second hand value..) can truly love for years to come.

Sustainability Tips: Circular Living Redefines Sustainable Living

Ok. Let me give you an example to clarify my sustainability tips of circular living and why we need to redefine sustainable living. A study from the Ellen MacArthur Foundation (2021) shows that simply extending the life of clothing by nine months can reduce fashion emissions by 20–30%. When we create circular products with long lifetimes, like our circular sneakers, we make it possible for people to build relationships with their items over years—choosing repair over replacement and connection over consumption.

Compare that to living “sustainably” by buying vegan sneakers marketed as “conscious.” (No blame on consumers—greenwashing has blurred the lines.) But simply swapping materials isn’t enough to stop the throwaway culture. What does work? Quality products that are made to last from natural raw materials. We tried and succeeded by doing exactly that - building circular footwear designed to last. Curious as to how we did it? That's for another blog post but head over to our FAQ should answer most questions in the meantime!

We could cut global emissions at scale, and we could do it fast. By breaking free from disposable mindsets and creating functional behaviors with a ripple effect, circular living becomes possible. And this is where community-driven initiatives, like our Letz Refashion pop-up presence in Luxembourg, shine. These spaces help people move beyond “sustainable shopping” into circular living. They’re about learning, sharing, and connecting—together.

See where the living comes in? Circularity isn’t just about buying differently—it’s about living differently. It’s about building environments that encourage us to repeat the behaviors that support circularity: repair, reuse, reduce AND having a ton of fun, of course.

Circular Economy Entrepreneur Filip Westerlund with Sustainable Footwear - Circular Sneakers in different colors at letz refashion in Luxembourg

Always having fun with circular products: white leather sneakers and green sneakers at Letz Refashion and the community surrounding over 15 designers at the the pop up location at Rue Genistre 8-10 in Luxembourg City. Picture by Delano, Romain Gamba/Maison Moderne

The Psychological Twist in Building a Circular Economy

Being a psychologist by training, I’ve spent my fair share of time trying to understand why we humans are, well, a little stuck in our ways. (Honestly, myself included—I’m no exception.) But this is where psychology and behavioral science give us valuable insights: behavioral patterns aren’t static; they’re shaped by the environments and cultures we engage with daily.

In circular living, this means surrounding ourselves with people, products, and communities that reinforce circularity. When we engage in circular practices, like repairing a product instead of replacing it, we’re rewarded by the environment we’ve built around us. Over time, these behaviors don’t just become habits—they become cultural norms. (And if you’re like me, they might even become slightly obsessive. Who knew I’d get so passionate about sneakers and repair kits?)

Growth, Challenges, and Staying Flexible

Looking back, building OUR CHOICE and my sneaker obsession has been everything but a straight path. Plastic, vegan sneakers might have been an easier business to start—but they end up in the bin. Founding a circular economy business brought complexities I could never have imagined—both professionally and personally.

Now, I understand that growth, especially organic growth, demands adaptability and resilience. Coming from the field of psychology, I can't help myself but need to mention the psychological term for it: flexibility. By flexibility one refers to the ability to evolve while staying true to your core values. This principle has guided me—and the incredible people (read: community!) I’ve worked with—through every challenge and innovation.

This circular economy illustration has been part of OUR CHOICE’s business model from the start, reflecting the complexity of building a truly sustainable business.

An oldie but a goldie: This Circular Economy illustration has been part of OUR CHOICE’s business model from day one. Unlike a straight line and vegan sneakers that end up in the bin, creating circular sneakers is a complex process— made possible with partners and community.

The Roller Coaster of Circular Living

The Ledger blog mirrors that circular living is the answer, but it isn’t easy. It’s complex, just like circular business models can be. It’s a roller coaster of progress and setbacks. And while it can feel overwhelming, research from Frontiers in Psychology—“Raising Alarm Bells for a Struggling Sector”—reminds us (again!) that community is not just the fuel we need for the circular economy to happen; it’s the antidote to burnout.

And that’s the silver lining. That’s why Ledger exists: to highlight that it’s when we push ourselves, make mistakes, and expose ourselves to new ideas (and yes, some painful situations) that we grow. Mistakes aren’t just inevitable—they’re valuable. Cheers to mistakes, because they teach us resilience and connect us with others.

It’s in those moments that we actually find our community, we collaborate, and we connect. Whether it’s meeting a new business partner, attending a circular fashion workshop, or even leaving a comment on a blog post, these connections are what give us the energy to keep going. Small steps, shared efforts, and collective wins are what truly drive meaningful change.

Why The Ledger Blog Exists

This blog isn’t just about sharing solutions; it’s about sharing the process. If you’ve ever felt stuck trying to bring an idea to life, you’re not alone. Through Ledger, this new, community-driven blog and platform of resources, we’ll explore these stories. The content will reflect everything there is to it: celebrating wins, celebrating mistakes, and, importantly, finding pieces of inspiration in the state of constant change we live and exist in. Ledger is here to do three things:

Spark Conversations: It all starts with.. Communication! Discussing sustainable habits and circular living is a great start. We need to have more conversations to achieve change.
Share Stories: Showcase raw challenges and triumphs from OUR CHOICE and other circular advocates.
Inspire Action: Offer practical tips, guides, and tools to help you embrace circular living.

This blog aims to turn ideas and reflections into action, to challenge the status quo, and to learn from what we can. Some will come here for nerdy sustainability tips: about sneakers and shoe care, some for insights on circular economy strategies or entrepreneurial stories, and some will want a small piece of everything. Good news is—we’ve got a plan! I look forward to every topic and to the contributions we’ve got lined up from our ambassadors and community.

Katia Dayan Vladimirova taking a selfie of herself, Filip Westerlund and Kelsey J. O'Connor at the House of Sustainability in Luxembourg

Re: Circular living and having fun - With a community of entrepreneurs and researchers at the House of Sustainability in Luxembourg. From the left: Founder of Well Rounded and University of Geneva researcher Katia Dayan Vladimirova, yours truly and Kelsey J. O'Connor from STATEC. A great event arranged by Plaidons Responsable and Caritas.

A Personal Note to Leave You With

This quickly became a long first post for the Ledger blog. But hey, Here’s the truth: I’m still figuring this out. Circular living isn’t a destination; it’s a practice and a journey. It’s about celebrating progress (cheers again to making mistakes!) over perfection, embracing small steps, and finding both acceptance and learning to feel joy even in tough times.

This is just the beginning. In future posts, we’ll explore everything from sustainable style guides to build a capsule wardrobe to the challenges of building a circular brand. But for now, I’ll leave you with this:

What does circular living mean to you? Let’s start a conversation that inspires action, and why not a heated discussion or two? Great minds don’t always think alike, but they always learn (I just made that quote up!). My point is that we can only redefine what it means to live sustainably—and implement circular living— together.

Yours sincerely,

Filip Westerlund

A person who’s still figuring it out (just like you, perhaps)

Founder of OUR CHOICE Circular Fashion

References

Gonella, J. S. L., Filho, M. G., Ganga, G. M. D., Latan, H., & Jabbour, C. J. C. (2024). A behavioral perspective on circular economy awareness: The moderating role of social influence and psychological barriers. Journal of Cleaner Production, 441, 141062. https://doi.org/10.1016/j.jclepro.2024.141062

Steentjes, K., & Roberts, E. (2024). Raising alarm bells for a struggling sector: Taking a new approach to improve the wellbeing of climate change professionals. Frontiers in Psychology, 15, 1404252. https://doi.org/10.3389/fpsyg.2024.1404252

Ellen MacArthur Foundation. (2021). Fixing fashion: Extending the life of clothes to reduce waste and emissions. Ellen MacArthur Foundation. Retrieved [Month Day, Year], from https://ellenmacarthurfoundation.org

Are OUR CHOICE leather shoes vegan?

Our shoes are not vegan. We use vegetable-tanned leather sourced as a byproduct of the farming industry, allowing us to produce high-quality, plastic-free leather shoes. We are continually researching sustainable alternatives to further minimize our impact.
Does OUR CHOICE contribute to ocean cleanups?

Yes, OUR CHOICE partners with Empower for ocean cleanup efforts. Learn more about their work at empower.eco.
How is OUR CHOICE and your sustainable shoes part of the circular economy?

Our products are designed for circularity, meaning that they are made to last, be repaired, and eventually recycled, reducing landfill waste. We use on-demand production with natural, recyclable materials to further reduce emissions.
What happens to leftover materials from the production of my sustainable shoes?

All leftover materials are recycled or reused, supporting our zero-waste commitment.
How is the OUR CHOICE production process sustainable and ethical?

Our sustainable shoes are handmade in Portugal in ethical factories that comply with EU labor laws. We use a zero-waste approach with natural materials, focusing on low emissions and fair working conditions.
Why doesn’t OUR CHOICE use recycled plastic in sustainable shoes?

We believe that sustainability means avoiding all plastics, even recycled. Using 100% plastic-free materials in our sustainable shoes reduces CO2 emissions, prevents microplastics, and aligns with our mission to protect the planet.
How long can I expect my sustainable shoes to last?

Our sustainable sneakers and leather shoes are designed to last a decade or more with proper care, aligning with our commitment to sustainability and circular fashion. The estimated life requires re-soling over the years as well as sufficient use of shoe care products.
Is the OUR CHOICE packaging also sustainable?

Yes, we ship our leather shoes in reusable eco-bags. The bags can be repurposed or used when returning shoes for upgrades, helping reduce waste.
Where are the OUR CHOICE sustainable shoes produced?

Our leather shoes are designed in Europe and made in Portugal in ethical factories with fair labor practices.
Why doesn’t OUR CHOICE use recycled leather for sustainable shoes?

To ensure high quality, we avoid recycled leather due to challenges in controlling material sourcing and tanning processes. OUR CHOICE uses only certified materials for our sustainable shoes, ensuring quality and transparency.
How does the OUR CHOICE repair service work?

Our upgrading service includes re-soling, fresh insoles, waxed laces, and a polish to refresh your leather shoes. E-mail us directly to find out more: support@ourchoice.eco.
Is the shipping for of my OUR CHOICE leather shoes CO2-neutral?

Yes, our logistics partners offset all CO2 emissions related to shipping.
3. How do circular sneakers reduce waste?

By designing for longevity - for example, using leather that would otherwise be discarded as a by-product of the meat industry and by offering repair services to extend the life of each pair.
Why does OUR CHOICE use leather for sustainable shoes?

Leather allows us to create durable, repairable shoes that last. Unlike some vegan leathers coated with plastic, our Italian leather is 100% recyclable and enables us to design sustainable shoes that support the circular economy by reducing waste.
What materials are used in OUR CHOICE sustainable shoes?

Our sustainable shoes are made from plastic-free, top-grain Italian vegetable-tanned leather. The leather is ISO 14001 certified, our insoles are crafted from natural fibers and latex, outsoles from 100% natural rubber, and laces from eco-cotton. Every part of our leather shoes is designed with sustainability in mind.
How does OUR CHOICE make sustainable shoes affordable?

By overseeing every stage of production, OUR CHOICE eliminates unnecessary middlemen costs. This lets us invest in high-quality, sustainable materials for our leather shoes while keeping prices accessible.
How do OUR CHOICE sustainable shoes save over 70kg of CO2 emissions?

By wearing a single pair of OUR CHOICE leather shoes for five years, you reduce the need to buy a new pair of fast-fashion shoes annually, saving over 70kg of CO2 emissions. This long-term approach supports sustainability.
How does a circular business model benefit the environment?

Circular fashion reduces overconsumption by encouraging quality over quantity. Our sustainable shoes are designed to last five years or more, which can save 70kg of CO2 per person per year, reducing the impact of disposable fashion.
7. How can Circular Living influence emotional well-being?

Circular Living integrates psychological flexibility, mindfulness, and acceptance, helping individuals feel aligned with their values. Instead of shopping as an escape or stress-relief activity, Circular Living encourages intentional decisions, reducing feelings of guilt, waste, and regret. The holistic approach strengthens emotional regulation by fostering purpose, community connection, and gratitude.
2. How is Circular Living different from Sustainable Living?

Sustainable living focuses on the what—buying products marketed as sustainable or reducing consumption. Circular Living, on the other hand, focuses on the how. It dives deeper, encouraging behavioral change, building habits that prioritize repair, reuse, and regeneration, and fostering a community-oriented approach. Circular Living goes beyond green marketing (which often involves greenwashing) to address our personal needs and values.
9. How can communities support Circular Living?

Communities play a vital role in reinforcing circular habits. Whether through repair workshops, sharing resources, or simply normalizing sustainable behaviors, communities amplify individual efforts. They provide encouragement, inspiration, and collective accountability, making Circular Living not just a personal practice but a cultural movement.
3. Why is Circular Living important for individuals and communities?

As individuals, adopting Circular Living means aligning our actions with our values, creating habits that reflect mindfulness, and building a deeper connection to the things we own and use. For communities, Circular Living amplifies impact through shared values, mutual reinforcement, and collective change. Together, these individual and community actions create a ripple effect, strengthening the cultural shift toward sustainability and regeneration. Relevant research: Study: "Raising Alarm Bells for a Struggling Sector: Taking a New Approach to Improve the Wellbeing of Climate Change Professionals"
10. How can someone start living circularly?

Start small: Reflect on your consumption habits and identify one area to improve (e.g., buying second-hand, repairing items, reducing food waste). Get curious: Research how the products you use are made and disposed of, and look for alternatives. Build community: Share your journey, join groups or workshops, and learn from others practicing Circular Living. Stay flexible: Accept that it’s a journey, not a destination. Mistakes will happen, and that’s okay—progress, not perfection, is the goal.
5. What are some examples of Circular Living habits?

Circular Living habits involve rethinking how we consume, use, and dispose of products. Examples include: Repairing: Fixing broken items, like shoes or electronics, instead of replacing them. Reusing: Finding new purposes for old items, such as upcycling furniture or clothing. Sharing: Participating in community initiatives, like tool libraries or clothing swaps. Mindful consumption: Choosing durable, repairable products designed for longevity, like OUR CHOICE’s circular sneakers. Sustainable shopping: Buying second-hand, preloved items, or products certified as circular. Composting and recycling: Ensuring organic waste and recyclables are correctly processed. These habits align with the principles of the Circular Economy, as outlined by the Ellen MacArthur Foundation, and help reduce waste and extend the lifecycle of materials. By embedding these habits into daily life, we can contribute to a more sustainable future.
4. What role does behavior play in Circular Living?

Behavior is at the heart of Circular Living. Our shopping, consuming, and disposal habits are often driven by stress, emotions, or societal pressures. Circular Living encourages mindfulness—pausing to reflect on what we truly need, understanding how systems influence our behavior (like retail music or marketing), and choosing to create intentional, circular habits that align with our values. Relevant research: Study: "A Behavioral Perspective on Circular Economy Awareness: The Moderating Role of Social Influence and Psychological Barriers"
8. What is the relationship between Circular Living and the Circular Economy?

The Circular Economy provides the structural framework—designing systems for reuse, regeneration, and zero waste. Circular Living complements this by addressing the behavioral and emotional elements. It’s about how individuals adopt these principles in their daily lives and communities, bridging the gap between theory and practice through lived experiences and mindful choices. If you have any questions or want to learn more about how you can integrate Circular Living into your life, feel free to reach out to us here.
1. What is Circular Living?

Circular Living is a holistic approach to life that prioritizes continuous cycles of use and reuse—whether with products, materials, or habits—eliminating waste and embracing sustainability. It celebrates individual differences while fostering a sense of community, where everyone contributes uniquely but collectively amplifies the impact. This mindset goes beyond what we consume, focusing on how we live, connect, and align our actions with deeper values. Circular Living challenges the consumerist "take-make-waste" model of the Linear Economy by integrating the behavioral and psychological elements essential for adopting Circular Economy principles. It’s about not just redesigning products and systems but also reshaping how we think, act, and relate to the world around us. Learn more: https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview
6. How does Circular Living address greenwashing?

Circular Living cuts through the noise of greenwashing by focusing on transparency, accountability, and meaningful action. While greenwashing often involves misleading claims about sustainability, Circular Living emphasizes real, measurable impact through: Durability and Longevity: Prioritizing products that are built to last, like OUR CHOICE’s products, which are designed for repair and long-term use rather than disposal. Behavioral Change: Encouraging mindful consumption and questioning marketing claims to ensure purchases align with Circular Economy principles. Transparency: Supporting businesses that openly share information about their supply chains, materials, and practices. Initiatives like certifications from the Ellen MacArthur Foundation help validate genuine circular products. Community Efforts: Amplifying collective impact by creating cultural shifts that prioritize quality, reuse, and repair over disposable consumerism. By actively engaging in Circular Living, individuals and communities can sidestep misleading claims and contribute to systemic change that reduces waste, promotes accountability, and fosters trust in truly sustainable practices
4. Are circular sneakers as comfortable as regular sneakers?

Even better! Circular sneakers mold to your feet, providing a glove-like fit. Plus, leather breathes, unlike plastic, keeping your feet cool and dry.
5. How do I book a repair for my Circular Sneakers?

Visit our repair page to see what's included and follow the outlined steps to send your sneakers to us.
1. What are Circular Sneakers?

Circular sneakers are durable, repairable footwear designed to reduce waste and emissions. Unlike traditional sneakers, they are part of the circular economy, emphasizing reuse, repair, and recycling.
2. What makes circular sneakers better than regular sneakers?

Circular sneakers last 7–10 years if you take care of them. They are repairable, and produce significantly less waste. Traditional sneakers, especially plastic ones, last only 3–12 months and typically end up in landfills. Read our blog on Leather vs. Plastic sneakers for a deeper dive on the topic.
3. How do circular sneakers reduce waste?

By designing them for long use - longevity and according to Circular Economy principles. We use leather that would otherwise be discarded as a by-product of the meat industry and by offering repair services to extend the life of each pair.
7. How can I care for sustainable footwear to make it last longer?

Use cedar shoe trees to maintain the shape and prevent odor. Polish leather with eco-friendly products to preserve its quality. Clean soles and uppers with gentle, non-toxic cleaners. Take advantage of OUR CHOICE repair services for replacements like soles and insoles.
9. Is sustainable footwear as comfortable as conventional options?

Absolutely! Sustainable footwear uses breathable, high-quality materials like vegetable-tanned leather and natural rubber. These materials mold to your feet over time, offering superior comfort while being eco-friendly.
8. What are the benefits of repairable footwear?

Repairable footwear saves money over time, reduces waste, and supports sustainability. With OUR CHOICE’s repair services, you can refresh worn parts, extending the life of your favorite pair.
4. Can leather be part of sustainable footwear?

Yes! When responsibly sourced, leather is a sustainable material. OUR CHOICE uses vegetable-tanned leather, a by-product of the food industry, to create long-lasting, repairable footwear that reduces waste and supports a circular economy.
5. How long can sustainable footwear last?

Sustainable footwear is designed to last for years, unlike fast-fashion alternatives that often wear out within months. With proper care and repair services, like those offered by OUR CHOICE, sustainable footwear can provide comfort and durability over a long lifetime. We estimate our sneakers to last for about 7 years.
6. Why is fast fashion harmful for the footwear industry?

Fast fashion promotes cheap, disposable footwear made from synthetic materials like plastics, which contribute to landfill waste and pollution. 25 billion shoes are produced annually, and 87% of "eco-sneakers" end up in landfills. Read more about the harm of plastic footwear in our blog post. Sustainable options, like OUR CHOICE footwear, focus on durability and repairability, reducing waste and supporting a more ethical approach.
1. What defines sustainable footwear?

Sustainable footwear is made from eco-friendly materials like vegetable-tanned leather, natural rubber, and recycled components. It focuses on reducing waste, avoiding plastics, and ensuring products are repairable and recyclable to support long-term use.
10. How does sustainable footwear reduce carbon emissions?

Sustainable footwear lowers carbon emissions by using natural materials, eliminating plastics, and focusing on energy-efficient production methods. Brands like OUR CHOICE further reduce environmental impact by creating durable, repairable products that can be recycled into new ones.
2. How does sustainable footwear contribute to the circular economy?

Sustainable footwear fits into the circular economy by being designed for repair, reuse, and recycling. This approach minimizes waste, conserves resources, and helps create a more sustainable future. Additionally, sustainable footwear will last you longer and save you money as you won't have to buy shoes frequently.
3. Why is plastic-free footwear better for the environment?

Plastic-free footwear is more durable which puts less pressure on our planetary resources. Plastic as a material has a shorter life time which makes us consume more than what's good for the environment (and our wallets). Plastic free footwear also avoids releasing harmful microplastics into ecosystems and requires fewer resources during production. Many brands use recycled plastics, which unfortunately still pollute.