Ralph Lauren has come up with a circular strategy based on three pillars. The three pillars are;
1- Design for circularity
2- Establish circular experiences for consumers
3- Advancement of a circular product economy
The company is also partnering with McDonough Innovation to achieve Cradle to Cradle certification for its iconic products. As part of the strategy, the company has entered a partnership with McDonough Innovation to achieve Cradle to Cradle certification, a globally recognized measure of safer, more sustainable products, with some of its most iconic products.
As part of the first pillar: Design for Circularity – the company has set a goal to make five iconic products Cradle to Cradle certified by 2025. Brand icons are made year-round and represent some of the Ralph Lauren best sellers – from polo shirts and chinos to denim and sweaters. Looking farther ahead, the company will bring circular design principles, applying learnings from certified icons to other key product categories.
The second pillar: The company will also focus on creating circular consumer experiences. Building on the company’s recent investment in and launch of the Lauren Look, its first subscription apparel rental initiative for the Lauren Ralph Lauren brand, Ralph Lauren will begin to offer more circular experiences for consumers beginning in 2022 by enabling product collection to support resale and recycling options for beloved Ralph Lauren products and by enhancing vintage selling capabilities.
The third pillar of the strategy is: Advancing a circular product economy. To help the industry meaningfully shift from a linear to a circular product economy, Ralph Lauren will continue to invest in scalable technologies that will elevate the quality of recycled materials. They are of the same high quality and feel as virgin material. In 2020, Ralph Lauren invested in Natural Fibre Welding, a leading sustainable material science startup scaling a new industry standard for natural fibre recycling. Ralph Lauren intends to produce 100oer cent recycled cotton products of high quality across its portfolio by 2025.
Patrice Louvet, president and CEO, Ralph Lauren Corporation, said, “The spirit of timelessness has been core to Ralph’s creative vision for more than 50 years, and our circularity approach reinforces.
Our belief that Ralph Lauren products should not only endure the test of time but have endless lifecycles.”
