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circular roadmap

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 know the final destination of our journey.

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 with a fair share for everyone who is adding value to our supply chain. Reaching each of these targets will bring us closer to circularity.

the circular journey is guided by 5 principles:


We guarantee premium quality and comfort

just right

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

the tee

Our first product is the Tee, 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.


the tee


the towel

the towel

The next essential textile product in our lives. How nice would it be to make this product from 100% recycled cotton. It would be even better if we would together succeed in reusing your T-Shirt to enable the 100% circular towel.

the totebag

How good it feels to carry arround your impact.
With our bag you can show the world what you are really made of. Also available with digital prints.


the totebag

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.