In a groundbreaking move towards sustainable luxury fashion, renowned designer Mara Hoffman has introduced her first gown crafted from Circ Lyocell, a revolutionary filament lyocell derived from 50% recycled polycotton textile waste. What’s even more remarkable is her commitment to incorporating this innovative fiber into her collections for the next three years, signaling a significant shift in the fashion industry towards true circularity.
Hoffman’s capsule collection features 35 uniquely numbered gowns, each meticulously cut and sewn in New York. These exquisite creations bear a special touch – a note from Mara Hoffman herself on a sewn-in label, crafted in collaboration with Circ investor Avery Dennison. The Digital Care Label, powered by atma.io, stands out as a beacon of sustainability. It is made from cutting scraps generated during the gown’s production and houses a QR code that enables purchasers to delve into the item’s journey, manufacturing process, and waste footprint.
What sets Mara Hoffman’s initiative apart is her call to action for dress owners. Through the Digital Care Label, she encourages them to return the garment to the brand’s retail store after use. The dresses will then find a new lease on life through Circ’s recycling process, ensuring a sustainable and circular lifecycle for these luxurious creations.
“In 2015, we made a commitment to make sustainability our framework, and part of that journey has been to connect with like-minded people and organizations,” shared Hoffman. “Our hope is that this collaboration will generate awareness and inspire other brands to make similar commitments to Circ’s fiber.”
This development is a critical response to the fashion industry’s ongoing waste crisis. An astounding 46 million tons of polycotton textile waste are discarded in landfills or incinerated every year, largely because existing recycling solutions struggled to separate polyester (plastic) from natural cotton fibers. Circ’s groundbreaking recycling technology has cracked this code, allowing for the recovery of both materials.
Peter Majeranowski, CEO of Circ, expressed the significance of Mara Hoffman’s collaboration, stating, “Mara’s seal of approval helped to initially elevate lyocell and place it on the map for others in the luxury market. Offtake commitments are what innovators need to move the needle, so as we move forward and take on new partners, there is special alignment in being able to say, ‘it began with Mara’.”
Mara Hoffman’s journey towards circular fashion is a testament to the transformative power of innovation and commitment within the luxury industry. Her first gown made with Circ Lyocell is not just a beautiful piece of clothing but a symbol of hope for a more sustainable and eco-conscious future in fashion.