Our project will assess the feasibility of a fair and balanced industry-led extended producer responsibility (EPR) system that can drive the transition to circular economy in the UK fashion system. This requires a radical and innovative approach to market data collation, appropriate incentivisation to switch to circular options and appropriate disincentivisation of linear systems. The system must accommodate all supply chain players: designers, manufacturers, brands, retailers, retail platforms (including those that are for resale and rental of clothing), service providers (e.g. cleaning, alteration and repair), collectors of used clothing, sorters, merchants, recyclers and reprocessors. This project is uniquely innovative because all previous producer responsibility systems have been implemented by governments through traditional policy & regulatory mechanisms - for example WEEE, batteries, packaging, etc. Such approaches typically focused only on end of life and recycling, and cannot adopt to rapidly evolving markets. Some fashion brands are said to be releasing up to **_1,000 new product lines each day_**. The UK government recognises the challenges of implementing effective EPR in new areas. As a result, it has been hesitant to implement measures that might unfairly penalise those on low incomes or unintentionally distort the market. Our project will work with key design, manufacturing, retail, collection and recycling trade organisations to assess and test a feasible, data-led market-based EPR system that can be dynamic, flexible and adapt to the emergence of new technologies, retail systems and consumer behaviour. The output will deliver a proof of value model for the UK fashion & textiles sector but may also be replicable to other EPR markets including mattresses, tyres, carpets, etc.