Circ®, a company that recycles textiles into new fabrics, announced it is expanding its Fiber Club initiative. After a successful start, Circ is now adding new brand partners, including Madewell (a lifestyle brand under J.Crew Group), Reformation (a sustainable fashion brand), and the European retailer C&A, along with supply chain partners Lenzing and Linz Textil.
Launched in January 2025 with brands like Bestseller, Eileen Fisher, Everlane, Zalando, etc., along with supply partners Arvind, Birla Cellulose, and Foshan Chicley, the Fiber Club initiative helps solve problems around minimum order sizes as well as pricing that have made it difficult for companies to utilize new recycled textiles. By integrating the demand for recycled materials at various stages, like pulp, fiber, yarn, etc., this program is helping brands move from testing small batches to launching full products and committing to using recycled materials in the long run.
Each brand in the new group is creating collections using TENCEL™ | Circ® fibers made with REFIBRA™ technology. These fibers are made from 30% Circ pulp, which comes from recycled textile waste, like polycotton. Circ provides the recycled pulp, Lenzing turns it into fibers, and Linz Textil spins those fibers into yarn. Each brand picks its own manufacturers to make fabrics and garments, making it easy to integrate these materials into their existing production processes. This model aids brands that already use Lenzing fibers in switching to Circ materials easily, while also escalating the network of manufacturers that can make circular textiles on a large scale.
The Fiber Club is helping brands keep up with the escalating pressure from regulations, commercial demands, as well as consumer expectations for more sustainable practices. In places like the U.S. and Europe, new policies pushing companies to take responsibility for textile waste are becoming more common. As these changes take effect, using recycled materials is becoming a key business focus, and the demand for scalable, practical solutions is rising.
Executive Statement
According to Peter Majeranowski, CEO of Circ, with Circ’s technology proven, the next phase of scaling is to lower the barriers to commercialization. Brands are increasingly facing pressure from the market to reduce waste and use better materials, and there’s a shared understanding across the industry that the status quo can’t continue.
