Circ®, a developer of textile-to-textile recycling technologies, has announced its first commercial brand collaboration emerging from the company's Fiber Club initiative. Developed with Danish fashion group BESTSELLER, the collection is launching under its SELECTED brand and marks the transition of the Fiber Club model from industry commitments to finished products available to consumers.

The collection consists of women's trousers and a blouse made from 100% Liva Reviva™ x Circ® Lyocell. The fibre contains 30% Circ recycled pulp recovered from post-industrial polycotton textile waste. Each garment features a dedicated Circ informational hangtag identifying the recycled content.

From recycled textile waste to finished garments

The collection was developed through Circ's Fiber Club supply chain model, which connects textile-to-textile recycled materials with designated fibre producers, yarn spinners and fabric manufacturers.

For the first Fiber Club cohort, Birla Cellulose produced the Liva Reviva™ x Circ® Lyocell fibre using Circ's recycled textile content, while Arvind Ltd. manufactured the fabrics for the SELECTED collection.

The coordinated approach is designed to help brands integrate recycled materials into established manufacturing processes while addressing challenges related to production costs, material availability and supply chain coordination.

Peter Majeranowski, CEO of Circ, commented: “With BESTSELLER’s SELECTED launch, we’re seeing Fiber Club do exactly what it was built to do — take a founding commitment and turn it into product on shelves. The same recycled material platform can support very different products and styles across different brands. BESTSELLER and SELECTED are helping demonstrate what that flexibility can look like in practice.”

Fiber Club expands its industry partnerships

BESTSELLER joined Fiber Club as a founding member when the initiative launched in January 2025, alongside Eileen Fisher, Everlane and Zalando. The initial supply chain partners included Arvind, Birla Cellulose and Foshan Chicley.

The initiative subsequently expanded with a second cohort announced in February 2026, bringing together fashion brands Madewell (J.Crew Group), Reformation and C&A, as well as supply chain partners Lenzing and Linz Textil.

By coordinating material development and production across different stages of the textile value chain, Fiber Club aims to accelerate the commercial adoption of next-generation recycled fibres.

Louise Lund, Sustainability and Sourcing Manager at SELECTED, said: "Working with Circ® has been an exciting and valuable journey for us. There is still a long way to go when it comes to scaling new fibre technologies, but projects like this prove that it is possible to turn innovation into products without compromising on quality. That gives us confidence in the potential ahead,"

Supporting the commercialisation of textile-to-textile recycling

The launch comes as fashion brands face increasing pressure to reduce textile waste and invest in material recovery and recycling systems. Proposed extended producer responsibility (EPR) regulations in the United States and Europe, together with changing consumer expectations, are contributing to the industry's interest in circular material solutions.

Circ's Fiber Club model is intended to support this transition by integrating recycled materials into existing textile supply chains rather than requiring entirely new manufacturing infrastructure.

The SELECTED collection represents the initiative's first commercial product launch, providing an example of how coordinated partnerships between recycling technology providers, fibre manufacturers, textile mills and fashion brands can translate recycled material development into finished apparel.

Further information: www.circ.earth