We dream about a world in which natural resources are in balance. Therefore, we want to make the global textiles network circular. In reality, that’s a long way to go. What’s more, there is no one size fits all solution to make textiles circular. But we’re up for the challenge.
Design for evolution
To make textiles truly circular, we decided to take it slow – go step by step, product by product – and gradually move towards circularity. We focus on progress and not perfection. Our products are never done, they evolve constantly – based on our learnings, new technologies and developments.
We’ve defined a roadmap consisting of several targets such as eliminating plastics, balancing supply and demand, reducing water use and more. Reaching each of these targets will bring us closer to circularity.
follow our progress
the circular quest is guided by 5 principles:
We guarantee premium quality and comfort
We only make what's really needed
Sustainability is at the heart of our decisions and actions
We're transparent and open about what we're doing
Give and take
We seek balance
Our first product is the T-Shirt, probably the most essential piece of clothing there is. You find it in everyone’s closet. Our goal is to make it fully circular, from design and production to distribution, use and reuse.
You’ve never heard of circularity? Or you need a refresher? Watch this video made by the EllenMacArthur Foundation, one of the leading organizations accelerating the transition to a circular economy.