A GIFT FROM US
Fashion’s New Blueprint: The 5Cs of Circular Brand Building
Discover how to build a purpose-driven brand that’s profitable, impactful, and
future-ready with The 5Cs of Circular Brand Building.
The old fashion system is collapsing.
The new one starts with you.
The linear model of make, sell, waste no longer works — for people, planet, or business. But in the midst of uncertainty lies opportunity.
Fashion’s New Blueprint gives founders, designers, and changemakers a proven roadmap to build brands that thrive in a circular economy — brands that put purpose and profit on the same page.
THE FRAMEWORK
The 5Cs: Your framework for circular success
Circularity 🌍
Design systems, not just garments. Learn how circular thinking transforms your brand from sustainable to regenerative.
Clarity 💎
Define your vision, values, and audience. Clarity gives you confidence and cuts through market noise.
Connection 🤝
Turn your marketing into a movement. Learn how to build communities, tell stories that resonate, and inspire action.
Commercialisation 💰
Balance purpose and profit. Understand what investors and customers want from future-facing brands.
Consistency ⚙️
Create alignment across your brand, team, and strategy. Build systems that make your mission sustainable.
Inspired by real conversations with …
Rachel Sheila Kan
Jo Salter
Thomas Kolster
Lucy Hall
Johan Graffner
About The Author
Tze Ching Yeung is an award-winning purpose-driven strategist and founder of Circular Fashion 360, a global platform helping fashion entrepreneurs grow profitably and sustainably. With two decades of experience in design, marketing, and sustainability, Tze Ching is passionate about helping founders turn vision into viable business models that create impact — not waste.
“The future of fashion is not about more — it’s about better.
Circularity isn’t a trend, it’s our new blueprint.”
Tze Ching Yeung
Frequently Asked Questions
Who is Fashion’s New Blueprint for?
This book is for emerging fashion founders, design students, and purpose-driven entrepreneurs who want to build brands that create real impact — not just products.
Whether you’re at idea stage or already running a small brand, this book will help you gain clarity, confidence, and a solid framework to grow sustainably.
Do I need to have a fashion degree or existing brand to benefit from this book?
Not at all. The 5Cs Framework meets you where you are. You’ll learn how to translate your values and ideas into a business model that works — even if you’re just getting started or exploring how to enter the sustainable fashion space.
What makes this book different from other books on sustainable fashion?
Most sustainability books focus on materials and ethics — important topics, but only part of the story.
Fashion’s New Blueprint shows you how to design your entire business system around circular principles — from your mindset and storytelling to your customer experience and profitability.
It’s practical, inspiring, and built around two decades of real-world experience, case studies, and insights from the Lead With Purpose podcast.
What are the 5Cs?
The 5Cs stand for Circularity, Clarity, Connection, Commercialisation, and Consistency — the five pillars of building a regenerative, future-ready brand.
Each “C” builds on the next, creating a holistic system that supports your purpose, your profits, and your planet impact.
Can I use this book in my classroom or with my students?
Absolutely. Several design schools and sustainability educators are already planning to integrate Fashion’s New Blueprintinto their teaching.
It’s full of exercises, frameworks, and reflection tools ideal for workshops, classrooms, and incubator programmes.
What if I’m not sure where to start with sustainability?
Then this book is exactly where to start. You don’t need to have everything figured out. The 5Cs framework gives you a clear roadmap to move from overwhelm to action — one practical, purpose-led step at a time.
Email: [email protected]