T2T recycler Circ announces new Fiber Club partners including C&A, Reformation, and Madewell

Circ, a specialist in textile‑to‑textile recycling, has announced the scaling of its Fiber Club initiative.

Building on an inaugural programme in 2025, Circ is bringing together the lifestyle brand Madewell (under J.Crew Group), sustainable fashion brand Reformation, and European retailer C&A, alongside supply chain partners Lenzing and Linz Textil.

First launched in January of last year with Bestseller, Eileen Fisher, Everlane, and Zalando, alongside supply partners Arvind, Birla Cellulose, and Foshan Chicley, Fiber Club aims to address minimum order quantities and pricing challenges that have historically limited the adoption of new materials.

By aggregating demand across pulp, fiber, and yarn stages, its roadmap is helping brands move from pilot testing to commercial product launches and long-term material commitments. Each brand within this cohort is developing collections using TENCEL| Circ with REFIBRA technology, made with 30% Circ pulp sourced from recycled polycotton textile waste.

Circ provides the recycled pulp, which Lenzing converts into TENCEL| Circ with REFIBRA lyocell fibers. Linz Textil spins the fibers into yarn, and each brand nominates its own fabric and garment manufacturers to ensure smooth integration into existing supply chains.

“With Circ’s technology proven, the next phase of scaling is to lower the barriers to commercialisation,” says Peter Majeranowski, CEO at Circ.

“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.”

“Joining the Fiber Club is a natural extension of Madewell’s commitment to sustainably sourced materials and more circular fashion. We’re excited to support transforming textile waste into new possibilities and collaborate with peers on solutions that move the industry forward,” says Katie O’Hare, VP of Sustainability at J Crew Group.

“Working with Circ through the Fiber Club model has been an exciting innovation partnership. By removing traditional volume constraints, they’ve given us a much clearer and faster pathway to develop and integrate next-gen and higher recycled content fibers into our long range strategic materials portfolio. It’s made the whole process of scaling sustainable materials feel much more collaborative and achievable,” says Nikki Player, Senior Director of Raw Materials at Reformation.

“As a pioneering member of Fiber Club’s inaugural cohort, Everlane is proud to continue partnering with Circ to demonstrate what’s possible when the industry comes together in a truly pre-competitive, collaborative way,” says Katina Boutis, Senior Director of Sustainability at Everlane.

“By aligning key stakeholders across the supply chain, Fiber Club helps accelerate the scale of Circ’s next-generation materials, reducing cost and operational complexity while advancing a cleaner, more circular fashion industry.”

“We welcome the expansion of Fiber Club as a crucial step to unlock broader market access and drive real systems change. Bringing more brands and supply chain partners into the model will help these innovative materials scale faster, delivering meaningful impact not just for our individual companies, but for the industry as a whole.”

2026 RTIH Innovation Awards

Green retail will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.