To say the fashion industry is trend-based is an understatement. Trends come and go – whether clothing styles or “it” girls or even business models – so quickly that it is hard even for people who work in fashion to keep up. The newest trend in the industry, however, may catch some by surprise.

A bit unexpected: The concept of closing the clothing loop through recycling, donation and various other models is now the trend du jour for brands. From bigger retailers such as H&M, Madewell, and Patagonia to newer direct-to-consumer brands such as Reformation, M. Gemi, and yours truly – Cuyana — companies are driving increasing awareness of programs that leverage used clothing  as a source of regeneration and offering rewards to do so.