Blazing a trail in circular innovation, premium casualwear brand Napapijri unveils Circular Series, its first circular, 100% recyclable apparel collection which gathers Napapijri’s commitment to creating a better future through design, sustainability, and innovation.
The first jacket of its kind has been three years in the making. Its main breakthrough comes from an intensive, synergistic effort to innovate the way in which fashion impacts the environment through the employment of recyclable materials and circular economy models.
Circular Series’ main material innovation is its mono-material composition: its filling and trims are made from Nylon 6, while its fabric is made from ECONYL® Regenerated Nylon. The use of one material allows for an easier recycling process – the Circular Series can enter the recycling machine as it is – and fibres are upcycled without losing any of their original characteristic or quality, which means that ECONYL® Regenerated Nylon can be recycled again and again. By building Circular Series using Nylon 6, Napapijri has created a virtuous circle where the garments can be recycled and reimagined infinitely.
The project marks a decisive step in Napapijri’s quest for innovative solutions in circular design. As Napapijri’s Senior Marketing Director, Vicki Bohlbro, explains: “As a brand whose origins are firmly placed in the beautiful alpine landscape, the safeguard of nature has always been on top of our agenda. Now more than ever, we are aware of the pressing issues we are collectively asked to address. We have chosen to do so by pioneering the future of fashion with Circular Series, a collection that embodies our efforts to combine design, sustainability, and innovation to inspire a shift in the role our industry has to play in the preservation of the planet and its people through circularity”.
To close the loop and make the innovation truly circular, Napapijri has developed a unique digital take-back programme through which the Circular Series garments can be returned and recycled. When purchasing Circular Series, customers will be invited to register their garments online through a unique identifier. In order to encourage mindful consumption, customers will have the option of returning their garments only after two years from purchase. Circular Series will then be processed into new yarn and new products. Upon returning the garments, customers will receive a 100 Euro voucher to be used at napapijri.com for the purchase of their next Circular Series product.
“Napapijri is the first brand to take a product back to be recycled into new ECONYL® material thanks to our unique Regeneration System,” says Giulio Bonazzi, CEO of Aquafil (the makers of ECONYL®). “So, when the product reaches the end if its life, it is only the beginning. This is a real first.”