Circ expands Fiber Club with Madewell, Reformation and C&A in second cohort

Circ announced the expansion of its Fiber Club initiative with a new group of brand and supply chain partners. The second cohort includes Madewell, Reformation, and C&A, alongside Lenzing and Linz Textil. The programme builds on the launch of Fiber Club in January 2025 and focuses on scaling textile-to-textile recycling.

Circ, a global leader in textile-to-textile recycling, has announced the scaling of its Fiber Club initiative. Following the inaugural programme, the company has added new brand partners including the lifestyle brand Madewell (under J.Crew Group), sustainable fashion brand Reformation, and European retailer C&A, together with supply chain partners Lenzing and Linz Textil.

Fiber Club was first launched in January 2025 with Bestseller, Eileen Fisher, Everlane, and Zalando, supported by supply partners Arvind, Birla Cellulose, and Foshan Chicley. The initiative addresses minimum order quantity and pricing constraints that have historically limited the adoption of new materials. By combining demand across pulp, fiber, and yarn stages, the roadmap is designed to support the transition from pilot projects to commercial product launches and long-term material commitments.

Brands in the current cohort are developing collections using TENCEL™ | Circ® with REFIBRA™ technology, produced with 30% Circ pulp derived from recycled polycotton textile waste. Circ supplies the recycled pulp, which Lenzing converts into TENCEL™ | Circ® with REFIBRA™ lyocell fibers. Linz Textil spins the fibers into yarn, while each brand appoints its own fabric and garment manufacturers to integrate the material into existing supply chains. The model enables brands already working with Lenzing fibers to adopt Circ materials while extending Circ’s manufacturing network for circular textiles at scale.

The Fiber Club initiative is positioned as regulatory, commercial, and consumer pressures increase the focus on circularity. In the US and Europe, proposed extended producer responsibility (EPR) policies indicate that brands will need to assume greater responsibility for textile waste and invest in recovery and recycling systems. These developments are contributing to increased demand for scalable and commercially viable recycled material solutions that can be incorporated into existing supply chains.

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

From the Fiber Club community:

J.Crew Group (Madewell)
“Joining the Circ 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.”
– Katie O’Hare, VP of Sustainability at J.Crew Group

Reformation
“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.”
– Nikki Player, Senior Director of Raw Materials at Reformation

“We have been cheering Circ on from the sidelines since they launched and are thrilled to participate in Fiber Club, which will help us create a roadmap for scaling the integration of Circ into our products. Fiber Club’s model addresses critical systemic issues of scaling innovative materials by giving brands a unique, pre-competitive opportunity to pool purchasing power and supply chain networks. It also helps innovators aggregate demand from multiple brands, which in turn helps scale up production and commercialization. We need all hands on deck to leverage the collective power of the industry to accelerate the adoption of innovative materials, and Fiber Club does just that.”
– Carrie Freiman Parry, Senior Director of Sustainability at Reformation

Lenzing Group
“True circularity in textiles won’t happen through pilots alone – it needs collaboration and scale. Fiber Club is an important step in bridging that gap, and we’re proud to partner with pioneers like Circ to help brands integrate circular materials into existing supply chains. By lowering the barriers to commercialization and working with proven fibre types like TENCEL™ and the REFIBRA™ technology, we hope to turn ambition into real, scalable adoption.”
– Jemma Breen, Director Global Brands & Retailers at Lenzing Group

Linz Textil
“Sustainability is at the heart of Linz Textil’s go-to-market strategy, making our decision to join the Circ Fiber Club a natural step. We are proud and excited to help drive circular textile solutions to the next level by contributing our spinning excellence.”
– Friedrich Schopf, CEO Linz Textil

Zalando
“As a founding member of Fiber Club, Zalando remains committed to the belief that the scaling of textile-to-textile materials requires pre-competitive collaboration and demand pooling. The expansion of Fiber Club 2.0 marks a critical milestone in the journey to scale textile-to-textile recycling from pilots to commercial reality. By aggregating demand and working within existing supply chain partners, Circ is helping the industry remove the traditional volume and cost barriers that have historically limited next-gen material adoption. We are excited to welcome new partners to this cohort as we collectively build a more resilient and circular future for fashion.”
– Pascal Brun, VP Sustainability

Everlane
“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. 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.”
– Katina Boutis, Senior Director of Sustainability, Everlane