To support the transition towards a circular economy in hospitals, this qualitative study aimed at understanding how the adoption of reusable surgical gown can be facilitated. It investigates design features that enhance usability and promote sustained (re)use. A wearing test identified difficulties in wearing reusable gowns. Data collection included observations of 34 surgeries and a survey completed by 73 respondents. Thematic analysis revealed opportunities to improve usability, such as optimising packaging to speed up donning, a wider neck opening to reduce discomfort, and incorporating ‘tearable’ closures to simplify doffing. Innovation strategies relevant to the users involve thermal regulation, monitoring gown performance, and including reusable gowns in custom procedure tray packaging. These findings are discussed in relation to design adjustments and value-chain partners.