Circular Collection: bonprix launches its first collection of circular fashion

Summery, circular styles for women, men and children are the focus of the first Circular Collection presented today by international fashion brand bonprix. The designs are geared towards recyclability and durability and are based on the Circular Design Criteria developed by Berlin-based company circular.fashion. In addition to the use of more sustainable materials, the development process now also focuses on the end of a product's life cycle and recycling. A second Circular Collection is already being developed for autumn 2023. From June onwards, bonprix will also be supporting the social enterprise Plastic Bank in returning plastic waste to the recycling cycle.

bonprix is launching its first Circular Collection, thereby reaching an important milestone in its corporate responsibility (CR) strategy ‘positive choice’. Part of this strategy is to consistently increase the proportion of more sustainable and appropriately certified materials in its collections. The fashion company is also promoting recyclability. Since 2021, bonprix has been offering recyclable products that are certified with the Cradle to Cradle Certified® in silver because they contain only biodegradable materials. With its Circular Collection, the fashion brand is now further expanding its range of recyclable items.

"Achieving circularity in consumer goods is a key economic, social and political task – and one that poses a particular challenge for us in the textile industry. A new approach and collaboration are needed in terms of design and production. In developing the first Circular Collection, we have gained a wealth of experience that will have a major impact on how we want to create fashion in the future," explains Stefanie Sumfleth, Head of Corporate Responsibility & Technical Product at bonprix.

Establishing recyclable design criteria with circular.fashion

In order to make a product recyclable, its entire life cycle must be considered and the reuse of raw materials must be taken into account. This requires a change in approach throughout the entire design and production process. bonprix sought support for this challenge from the Berlin-based company circular.fashion, which already cooperates with other well-known fashion companies worldwide.

An interdisciplinary bonprix team worked with circular.fashion to expand existing processes and principles to include circular design criteria. These are based on three pillars: design using materials from healthy, renewable and/or recycled raw materials, recyclability and durability.

Ina Budde, co-founder and managing director of circular.fashion, comments: ‘We are delighted that, with bonprix, we have been able to support another important player and pioneer in the fashion industry in establishing criteria and processes for designing and marketing more circular fashion. We are working towards a common goal: a closed-loop circular economy in the future.’

The collection

The pilot collection includes styles for women, men and children. It is designed to offer timeless and durable yet fashionable items that bonprix customers can enjoy for a long time. A highlight and central piece of the collection is the jumpsuit in two colours (orange and black), which is both casual and feminine.

The items in the collection are made from 100 per cent organic cotton or a blend with a maximum of 5 per cent elastane so that they can be recycled. There are no large-scale prints, the buttons on the jeans can be unscrewed and studs have been replaced by embroidered appliqués. Processing features such as fabrics with a higher grammage and reinforced seams increase the durability of the items.

The second Circular Collection is already in production for this autumn. The focus will then be on materials that are warm, but also durable and robust – such as corduroy, which is being transformed into modern, timeless styles. For the first time, this collection will also include recyclable accessories.

Cooperation with Plastic Bank

With its first Circular Collection, bonprix is also announcing its collaboration with Plastic Bank. The Canadian social enterprise is committed to reducing the amount of plastic polluting the world's oceans. To this end, the institution trains communities of so-called Ocean Stewards to collect plastic waste from beaches before it is washed into the sea. The plastic collected is recycled and reused in products and packaging. The Ocean Stewards receive remuneration based on the amount collected, which helps to secure their livelihood.

bonprix is supporting Plastic Bank with the equivalent of 2.2 million collected plastic bottles. For bonprix customers, the collaboration will come to life with the launch of the recycled polyamide swimwear campaign in June.

Carolin Klar, new managing director and responsible for purchasing, procurement and corporate responsibility at bonprix, comments: "Returning clothing to the cycle as a “valuable material” in the literal sense is a current topic in the industry and an important component of our bonprix sustainability strategy “positive choice”. However, the majority of our customers do not yet associate circularity with fashion. With our commitment, we are making an important contribution to greater sustainability in the textile industry and will continue to promote circularity as a high priority and raise awareness of it. Because we are convinced that circularity offers the opportunity for a more sustainable future for fashion."