New Brands Join Circ’s Fibre Club to Boost Textile Recycling

Why It Matters

The expansion accelerates scalable textile‑to‑textile recycling, helping brands meet rising circularity mandates and consumer expectations while reducing waste.

Key Takeaways

• New partners: Madewell, Reformation, C&A join Fibre Club.
• 30% recycled pulp used in TENCEL|Circ with REFIBRA.
• Programme tackles MOQ and pricing barriers for recycled textiles.
• Aligns with upcoming EPR regulations in US, Europe.
• Enables brands to integrate circular fibers within existing supply chains.

Pulse Analysis

The fashion industry faces a mounting waste crisis, with an estimated 100 million tonnes of textile discarded each year. Traditional recycling methods struggle with quality loss and high costs, limiting their commercial viability. Circ’s proprietary process transforms post‑consumer poly‑cotton waste into high‑purity pulp, which Lenzing then converts into lyocell fibers under the TENCEL | Circ with REFIBRA brand. This technology preserves fiber strength and softness, making recycled material suitable for premium apparel and bridging the gap between sustainability goals and product performance.

Circ’s Fibre Club model leverages collective buying power to address two persistent barriers: minimum order quantities and price premiums. By pooling demand across the entire value chain—pulp, fiber, and yarn—multiple brands can access recycled inputs at volumes that meet manufacturers’ economic thresholds. The latest cohort, featuring Madewell, Reformation and C&A, will launch collections that contain 30 % recycled pulp, demonstrating a pragmatic pathway from pilot projects to full‑scale product lines. Supply‑chain partners Lenzing and Linz Textil handle processing and spinning, while each brand retains control over its fabric and garment makers, ensuring seamless integration with existing production workflows.

Regulatory pressure is intensifying, with extended producer responsibility (EPR) proposals gaining traction in the United States and Europe. Consumers are also demanding transparent, circular solutions, prompting brands to showcase measurable waste reduction. The Fibre Club’s scalable, cost‑effective approach positions participating companies to comply with forthcoming legislation and capture market share among eco‑conscious shoppers. As more retailers adopt the model, the industry could see a shift toward mainstream circular textiles, reducing landfill burden and fostering a more resilient, low‑carbon supply chain.