What is circularity? Pre-use
💡 Circularity — it remains a complex concept! ♻️
There are so many ways to approach it, and just as many visuals trying to explain it. But honestly? Most of them are quite complicated.
At Maison Forton, everything revolves around our product. That’s why we like to keep it simple — using the Value Hill. A clear and no-nonsense way to illustrate the different phases of a product’s journey.
At the heart of it all is one core idea:
Creating and preserving value.
And that’s exactly what we’ll explain below — with just one simple hill.
Pre-Use Phase: the start of value creation
In the pre-use phase, we lay the foundation for a strong and sustainable product.
The hill rises — and with each step, we add value — reaching the peak with a beautiful final product. 🏔️
1. Materials: the foundation of a circular product
Which materials do you use? Can you avoid waste? Use fewer raw materials? Or reuse existing ones?
Then there’s ecodesign — a design approach that places sustainability at the center of the entire product lifecycle, from pre-use to use and post-use. The goal is to minimize a product’s environmental impact through smart choices in materials, production methods, usage, and end-of-life solutions. More on that later. 🌍♻️
All our materials originate in nature.
The extraction process — how we obtain raw materials from nature — also determines how truly circular a product can be.
A circular focus?
Use as few new, valuable raw materials as possible. And there are two ways to do that:
♻️ By recycling and reusing existing materials
🌿 By opting for renewable materials
A smart start is key to a circular future!
At Maison Forton, we work with Econyl® – a circular yarn made from old carpets, fishing nets, and industrial waste. ♻️
The beauty? Econyl® can be recycled infinitely, allowing us to truly close the loop in the future.
To be fair: the reverse supply chain still needs broader support across the industry.
But that this is the future? There’s no doubt about it.
By consciously choosing Econyl®, we design our products with the end in mind — ensuring that they won’t end up as waste, but re-enter the value chain instead.
No waste, just a new beginning. That’s the future. 🌍✨
2. Production: efficient and fair manufacturing
Where do you produce? How do you produce?
Does a product travel thousands of kilometers? How much waste is generated during production? Do you use renewable energy?
All these decisions shape your footprint — just to show how multifaceted this phase is.
Let’s also not forget the social aspect:
Are workers paid fairly? Do they work in good conditions?
To me, sustainability isn’t just about materials — it’s also about respect for the people behind the product.
✨ Transparency above all! ✨
Production often happens behind the scenes, but at Maison Forton, transparency is incredibly important.
You can find our entire production process [right here].
Or would you rather see it for yourself?
👉 Check out our production video 🎥
We collaborate with a Belgian partner who is committed to fair wages and renewable energy (like solar panels).
And instead of traveling across continents, our carpet travels exactly 1,119 km from yarn to delivery.
3. Assembly: how ecodesign supports reuse
How are your products assembled or finished? Can they be taken apart later? Are they easy to repair?
That’s where ecodesign comes into play again!
Personally, I include inventory management here too.
At Maison Forton, we produce everything to order — no massive stockpiles of items that might be outdated in a few years.
This helps us avoid unnecessary production.
4. Retail & Packaging: the final link in the Pre-Use phase
How do you bring your product to market?
What packaging do you use?
What about transportation? All of these choices have an impact. 🚛📦
We're still on the lookout for a great new packaging solution — one that is water-repellent, looks good, and ideally is made from a waste stream.
And while I have your attention… 😉
If you have a brilliant idea — or know someone who can help us out — let us know!
All tips are welcome.
Today, we’re wrapping up the Pre-Use Phase.
In two weeks, we’ll dive into Use and Post-Use. Stay tuned! 🔄♻️
Our bi-weekly LinkedIn and blog posts will continue to share insights into our new project — fully based on the Value Hill and proudly supported by VLAIO!
With their support, we’re able to give our circular ambitions a real boost.
So here’s a big thank you, VLAIO! 🙌
#CircularThinking #ValueHill #ProductDevelopment #CircularEconomy #Ecodesign #SustainableProduction
