As a professional sailor, sailing round the globe, Ellen MacArthur made a revelatory realisation about the wasteful nature of our (centuries-old) linear economy. Ten years on, the Foundation seeks to connect organisations with the right resources to become “restorative and regenerative” rather than “consumptive and extractive”. But what is the economic argument, beyond the social and environmental ones, about moving to a circular economy? Where can brands get started, and how has COVID-19 chivvied them along? And what are brands doing right now to innovate and make sustainable change?