Focus on circularity: bonprix launches its second Circular Collection with autumn fashion

The Circular Collection from bonprix is entering its second round: starting today, the international fashion brand is offering a new collection of recyclable products. The focus is on autumn styles for women, men and children, and for the first time, textile accessories in recyclable designs are also included. All products are labelled as ‘circular collection – designed to be recycled’. This is because the collection not only consists of more sustainable materials, but is also designed for longevity and recyclability, allowing it to be reused beyond the end of its life cycle. With the current collection, bonprix is further expanding its range and commitment to recyclability. The next Circular Collection is planned for spring 2024.

Expanding the proportion of recyclable items in the fashion range is one of the objectives of bonprix's ‘positive choice’ sustainability strategy. Following the introduction of Cradle to Cradle Certified® Silver certified products in 2021 and the launch of the first Circular Collection in April this year, the company is further strengthening its commitment to circularity and now also offers its customers circular fashion for the colder days. This is based on a design process that takes the entire life cycle of a product into account from the outset. To this end, bonprix draws on the Circular Design Criteria of the Berlin-based company circular.fashion, which are based on three principles: materials from safe*, renewable and/or recycled raw materials, recyclability and durability. In addition to the use of more robust fabrics and special processing, the styles are characterised above all by timeless designs and modern cuts.

Stefanie Sumfleth, Head of Corporate Responsibility & Technical Product at bonprix, is very pleased with the result: "We were able to benefit greatly from the experience we gained with our pilot collection in the spring when developing the second Circular Collection. In order to create new recyclable products with additional materials, we trained additional product managers in product development according to circular design criteria. The development process is very complex, and enabling our teams to plan and implement circularity – from the initial idea to the finished product – is a key success factor for us."

The collection – and a specially developed label for circular design

The second Circular Collection from bonprix offers more styles for women, men and children, as well as new materials such as corduroy and knitwear. At the heart of the collection is a casual corduroy two-piece that can be combined in different ways for different occasions and is available in three autumnal colours: maple red, dark grey and cognac brown. The range also includes jeans and trousers, shirts, sweatshirts and dresses, as well as knitwear. Autumnal accessories such as a hat or a triangular scarf complete the outfits.

All recyclable products from bonprix are marked with the specially developed label ‘circular collection – designed to be recycled’, which visually and textually illustrates the recyclability in a memorable way. This allows customers to recognise the recyclability of their clothing even after repeated wear, and bonprix contributes to a growing awareness of circular design.

Materials and workmanship

The second Circular Collection focuses on more sustainable materials such as corduroy, denim, twill and knitwear made from organic cotton and ecological cotton in the conversion process. Where possible, these are used as monomaterials or, if necessary, only mixed with a very small amount of elastane. Accessories such as zips are tested for durability. Buttons on trousers can be easily unscrewed, and metal rivets have been replaced by embroidery. The materials used are particularly robust and have been tested for durability in advance. Individual areas that are subject to particular wear and tear – such as the knee area of children's jeans, the belt loops of trousers or the shoulders and collar of a blazer – are specially reinforced.

Third Circular Collection in spring 2024

bonprix will continue to promote its circular fashion initiative next spring: the third Circular Collection, which is already in the planning stages, will offer an even greater number of styles and, for the first time, will also include more sustainable materials such as viscose and lyocell.

For Carolin Klar, Managing Director and Head of Purchasing, Procurement and Corporate Responsibility at bonprix, the future of a more sustainable textile industry lies in circularity: "Thanks to the representative online survey for this year's bonprix Fashion Report, we know that almost half of women in Germany are familiar with the term “circular fashion”, but very few actually buy and wear such clothing. At the same time, three quarters find sustainability in fashion complicated. That's why we see it as our job to offer our customers beautiful, contemporary and increasingly sustainable fashion and to communicate this clearly. There needs to be good education about the importance and benefits of sustainable and circular fashion, which is where we come in with our Circular Collection label, among other things."

*Design using materials that demonstrate improved environmental and/or social sustainability and take into account the health of people and ecosystems. **Organic cotton in transition is cotton that is already grown according to organic standards but is not yet certified. The conversion process takes up to three years, as the soil needs this time to regenerate from previously used chemicals. The use of cotton in conversion supports farmers and promotes the establishment of organic cotton. See also: https://global-standard.org/de/der-standard/schluesselkriterien/bio-fasern