Introducing A.M. Circular.

At A.M., we’re always finding new ways to minimise waste and encourage more conscious consumption. We wanted to create a space where our pieces could have a second life — so, enter A.M. Circular.

We’re so lucky to have a community that’s as excited about this as we are. In our Cotton Tree store, you can find a curated collection from some of our local customers, as well as pieces from Penny’s wardrobe and our staff. New pieces will be added regularly, so keep an eye on our socials!

We’ve had an influx of messages and questions asking, "Why circular?" So, we wanted to share our “why” with you…

The concept has come from constant conversations with our staff about the popularity of re-sell platforms and the increase of demand for secondhand and pre-loved items. We love our brands — and we take pride in caring for the garments we buy, valuing their quality and longevity. This a huge factor in WHY we are able to resell them and give them a second life.

A common question we hear is: “Why is it so expensive?” The answer comes down to the integrity behind the brands we stock: many are B Corp certified, use recycled materials, and are ethically manufactured. When you invest in quality, it lasts. Shopping responsibly is no small feat, but we’ve always believed in buying less and spending more on quality garments. One brand that continually inspires us is NAGNATA, particularly through their R2E initiative. It reminds us that small actions — like shopping circular — can make a big impact.

 

A quote that recently stuck with us, from Laura May Gibbs, founder of NAGNATA, sums up our mission with Circular perfectly:

 

“It’s not about preaching, but planting a seed. A quiet invitation to return to something more considered, more connected.” – Laura May Gibbs

Our inspiration for Circular is everywhere. The drive for circular fashion is rooted in the efforts of the brands we stock and the values we share with our community. By shopping circular, the lifecycle of clothing is extended, and resources are continually reused or recycled. Our main goal is to focus on how circular fashion helps reduce waste, save energy, and support more mindful consumption.

We’ve been so excited to share and launch this with you. We hope this encourages you to shop circular and invest in pieces that will last forever. Please message us if you have any questions — and pop into our Cotton Tree store to shop our circular collection!