Textile recycler Circ has broadened the Circ Fibre Club programme, adding a fresh set of brands and supply-chain partners as it pushes to turn recycled inputs from small trials into commercially repeatable production.
The newest brand cohort includes Madewell (J.Crew Group), sustainable fashion label Reformation, and European retailer C&A. Upstream and midstream capacity is being strengthened through the involvement of Lenzing and Linz Textil, which Circ says will help the initiative move further toward scaled, textile-to-textile output.
Fibre Club began in January 2025 with brands including Bestseller, Eileen Fisher, Everlane and Zalando, supported by supply-chain partners Arvind, Birla Cellulose and Foshan Chicley. Circ’s thesis is that adoption has often been constrained less by capability and more by commercial friction—particularly minimum order quantities and pricing structures that make it difficult for individual brands to commit to recycled materials at meaningful volume.
The Circ Fibre Club programme is designed to pool demand across several conversion stages—pulp, fibre and yarn—so that the economics of recycled content become more workable and brands can shift from pilot products to launches and longer-term sourcing agreements.
For the current cohort, each participating brand is developing collections using TENCEL | Circ with REFIBRA technology, which incorporates 30% Circ pulp made from recycled polycotton textile waste. Circ supplies the recycled pulp, Lenzing converts it into lyocell fibres marketed as TENCEL | Circ with REFIBRA, and Linz Textil spins those fibres into yarn.
Brands then select their own fabric mills and garment manufacturers, allowing the material to be integrated into standard supply chains with fewer operational disruptions—particularly for companies already sourcing Lenzing fibres—while also expanding Circ’s downstream manufacturing network.
Circ positions the model as timely as regulation and market pressure intensify, including proposed extended producer responsibility (EPR) frameworks in the US and Europe. As brands face greater expectations to reduce textile waste and demonstrate circularity, the programme aims to offer a scalable route to recycled content without forcing a wholesale rebuild of existing production systems.
Circ CEO Peter Majeranowski said: “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.
“The Fiber Club model operates within existing manufacturing systems to address the costs and complexity that have held brands back, making circular materials viable today.”