Madewell, Reformation, and C&A join second cohort alongside strategic supply partners Lenzing and Linz Textil
Danville, Virginia (18 February, 2026) — Circ®, a global leader in textile‑to‑textile recycling, announced the scaling of its Fiber Club initiative. Building on the success of the inaugural program, Circ is bringing together a new group of brand partners: the lifestyle brand Madewell(under J.Crew Group), sustainable fashion brand Reformation, and European retailer C&A, alongside supply chain partners Lenzing and Linz Textil.
First launched in January 2025 with Bestseller, Eileen Fisher, Everlane, and Zalando, alongside supply partners Arvind, Birla Cellulose, and Foshan Chicley, Fiber Club is addressing minimum order quantities and pricing challenges that have historically limited the adoption of new materials. By aggregating demand across pulp, fiber, and yarn stages, this first-of-its-kind roadmap for scaling next-gen materials is helping brands move from pilot testing to commercial product launches and long-term material commitments.
Each brand within this cohort is developing collections using TENCEL™ | Circ® with REFIBRA™ technology, made with 30% Circ pulp sourced from recycled polycotton textile waste. Circ provides the recycled pulp, which Lenzing converts into TENCEL™ | Circ® with REFIBRA™ lyocell fibers. Linz Textil spins the fibers into yarn, and each brand nominates its own fabric and garment manufacturers to ensure smooth integration into existing supply chains. This model allows brands already working with Lenzing fibers to adopt Circ materials easily while expanding Circ’s network of manufacturers capable of producing circular textiles at scale.
Fiber Club supports brands as regulatory pressure, commercial requirements, and consumer expectations are accelerating the circular transition. In the US and Europe, proposed extended producer responsibility (EPR) policies are an early sign that brands will need to begin taking greater responsibility for textile waste and invest in recovery and recycling systems. Collectively, these shifts are reinforcing recycled materials as an increasingly important business priority, driving demand for scalable, commercially viable solutions that can be easily integrated 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.”
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.
Working with Circ through the Fiber Club modelhas 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.
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.
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 within proven fibre types like TENCEL™ and the REFIBRA™ technology, we hope to turn ambition into real, scalable adoption.
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.
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.
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.
ABOUT CIRC:
Circ® is proving that textile recycling is scalable. With patented textile-to-textile recycling technology, Circ turns discarded polycotton blended fabric into virgin equivalent material. By separating and recovering polyester and cellulose from polycotton, Circ’s breakthrough technology is among the first market-tested solutions for one of the industry’s most common and least recyclable materials.
Headquartered in Danville, Virginia, with its first industrial-scale facility underway in France, Circ is building the infrastructure for a circular fashion economy at global scale. The company’s technology is backed by leading global investors and its materials, Circ® Lyocell and Circ® Polyester, are already in use through collaborations with leading brands spanning luxury through mass market.
Circ has been recognized internationally as an Earthshot Prize Finalist, Fast Company Most Innovative Company, BloombergNEF Pioneer, TIME Top GreenTech Company, Inc. Best in Business, and a Certified B Corporation.