The new cohort of brand partners features Madewell, a lifestyle brand under the J.Crew Group, sustainable fashion label Reformation, and European retailer C&A. Supply chain partners Lenzing and Linz Textil are also participating.
The Fibre Club initiative initially launched in January 2025 with participants such as Bestseller, Eileen Fisher, Everlane, and Zalando, alongside supply chain firms Arvind, Birla Cellulose, and Foshan Chicley.
The programme is designed to address challenges related to minimum order quantities and pricing that have historically restricted the adoption of recycled materials in the textiles industry.
Through combining demand across multiple production stages pulp, fibre, and yarn, the programme aims to support the transition from pilot projects to commercial product launches and longer-term commitments to recycled materials.
Each brand in the current cohort is developing collections utilising TENCEL | Circ with REFIBRA technology, which incorporates 30% Circ pulp derived from recycled polycotton textile waste.
In this supply chain, Circ supplies the recycled pulp which Lenzing processes into lyocell fibres under the TENCEL | Circ with REFIBRA name. Linz Textil then spins these fibres into yarn.
Each participating brand selects its own fabric and garment manufacturers for integration into their standard supply chains, allowing for easier adoption by brands already using Lenzing fibres while broadening Circ’s manufacturing network.
The Fibre Club model seeks to offer solutions as both regulatory developments—such as proposed extended producer responsibility (EPR) policies in the US and Europe—and market expectations prompt brands to prioritise circularity and textile waste reduction. These changes are leading companies to consider scalable solutions for integrating recycled materials within established production processes.
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.”
