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.

follow our progress

the circular journey is guided by 5 principles:

  • comfort

    We guarantee premium quality and comfort

  • just right

    We only make what's really needed

  • sustainable

    Sustainability is at the heart of our decisions and actions

  • Honest

    We're transparent and open about what we're doing

  • Give and take

    We seek balance

The T-Shirt

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.



Our T-Shirt


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.

B2B impact

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.