Circ announces new Fiber Club partners

Circ, a Danville, Virgina-based textile‑to‑textile recycler, has announced the scaling of its Fiber Club initiative.

Building on the inaugural program, Circ is bringing together a new group of brand partners: the lifestyle brand Madewell (under J.Crew Group), 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, Circ says 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 roadmap for scaling next-gen materials helps brands move from pilot testing to commercial product launches and long-term material commitments, the company says.

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

Each brand within this cohort is developing collections using Tencel Circ with Refibra technology, made with 30 percent Circ pulp sourced from recycled polycotton textile waste. Circ provides the recycled pulp, which Austria-based Lenzing converts into Tencel Circ with Refibra lyocell fibers. Austria-based Linz Textil spins the fibers into yarn, and each brand will nominate its own fabric and garment manufacturers to ensure integration into existing supply chains.

According to Circ, this model allows brands already working with Lenzing fibers to adopt Circ materials while expanding Circ’s network of manufacturers capable of producing circular textiles at scale.

As extended producer responsibility (EPR) policies for textiles ramp up in the United States and Europe, brands will need to begin taking greater responsibility for textile waste and invest in recovery and recycling systems. Circ says these shifts reinforce recycled materials as an increasingly important business priority, driving demand for scalable, commercially viable solutions that can be integrated into existing supply chains. 

“True circularity in textiles won’t happen through pilots alone—it needs collaboration and scale,” says Jemma Breen, director of global brands and retailers at Lenzing Group. “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 fiber types like Tencel and the Refibra technology, we hope to turn ambition into real, scalable adoption.”