Circ, a textile-to-textile recycler, is scaling its Fiber Club—a demand-aggregation scheme designed to overcome minimum order quantities (MOQs) and pricing friction that keep “next-gen” fibres stuck in pilots. The new cohort adds Madewell (J.Crew Group), Reformation, and C&A, alongside supply-chain partners Lenzing and Linz Textil. The first cohort (launched January 2025) included Bestseller, Eileen Fisher, Everlane and Zalando, with partners Arvind, Birla Cellulose and Foshan Chicley.
Each brand will develop collections using TENCEL™ | Circ® with REFIBRA™ technology—a lyocell fibre blend made with 30% Circ pulp derived from recycled polycotton textile waste. In the chain:
- Circ supplies recycled pulp,
- Lenzing converts it into lyocell fibre,
- Linz Textil spins fibre into yarn,
- brands nominate their own fabric and garment makers for downstream integration.
The structure is intentionally conservative: it plugs into existing Lenzing-based supply networks so brands can adopt Circ content without rebuilding vendor maps.
This is a commercial scaling hack. Recycling innovators often prove technical feasibility but fail on volume economics: MOQs at pulp, fibre and yarn stages push unit costs up and make planning risky. By aggregating demand across multiple brands and multiple tiers, Fiber Club turns circular inputs into something procurement teams can actually contract for—moving from one-off capsules to repeatable commitments.
As EPR proposals and other policy pressures harden in the US and Europe, brands will be pushed to show credible waste-reduction pathways. Fiber Club is betting that the fastest route is not a new supply chain, but a shared purchasing lane inside the old one—until volumes are large enough that circular pulp becomes a standard commodity rather than a special project.
