Think in cycles​

The circular economy stands for a closed system that minimizes resource input, waste generation, pollution and CO emissions. “Waste” is meant to be re-circulated and used as “nutrient” or “input” for another process: either as a by-product, a recovered resource for another process, or as a regenerative resource for nature (e.g. compost).​

What is the problem?

For decades, clothing has been optimized so that it can be manufactured as efficiently as possible. As a result, the recycling of clothing was neglected and today's clothing consists of a colorful mix of materials. If products are made of different materials, they first have to be laboriously separated from one another during recycling. This complicates the recycling process and makes it hardly worthwhile. With the result that only about 1% of all clothing is recycled into new clothing!

Technical & biological​

In the circular economy, a distinction is made between the biological and the technical cycle. In the biological cycle , food and biologically based materials (e.g. natural fibers) are designed to be returned to the system through biodegradation. These cycles regenerate living systems like soil, which in turn provide renewable resources for the economy. Technical cycles serve to recover and restore products, components and materials through reuse, repair, refurbishment or recycling.

What are we doing for it?​

From the selection of the raw material, the product design, the processing to the end of life of a product - everything is considered. The following principles are central to us:

- Renewable and environmentally friendly raw materials, which are faster and non-toxic biodegradable.

- Pure materials (mono-material) and meaningfully separable material combinations. Unnecessary material mixes and impurities are avoided to ensure recyclability.

The innovation of simplicity

Whenever possible and functionally sensible, we rely on a mono-material concept: all components – from fabrics to details such as sewing thread or laundry labels – are made from one and the same raw material. This makes us pioneers in certain segments. If a mono-material construction doesn't make sense, we combine materials that are as easy to recycle as possible and in any case are as biodegradable as possible.

Biodegradable ≠ Compostable​

Even if we often talk about biodegradability, clothing does not belong in nature. In addition, there is a significant difference to the often equated compostability. Our clothes don't just decompose if you bury them in the garden. But they leave no harmful substances behind in nature if they are allowed to decompose under the right conditions. This is the minimum criterion that we set for all our products.