This year, Dutch Sustainable Fashion Week (DSFW) opens with a bold statement: fashion’s future is circular. At the heart of this movement is The Circle Club, a platform created to connect brands, upcyclers, and local designers to transform waste into value.
For its pilot, The Circle Club brought together 11 brand–upcycler duos to co-create runway pieces that prove circularity is both stylish and economically viable. From luxury streetwear to accessible fashion, each collaboration reimagines discarded textiles into one-of-a-kind garments:
Participating brands: The Sting, Dante 6, Josh V, Fabienne Chapot, Studio Anneloes, Kings of Indigo, King Louie, Prénatal, Zeeman, Vingino, MUD Jeans.
Upcycling partners: NUTT Amsterdam, Makers Unite, Remake Society, Studio Meike Nieuwenhuis, Thirza Amber, De Steek, Sina Steidinger, Arielle van der Vaart, Fraenck.
The runway show in Haarlem showcases 11 exclusive upcycled pieces, each telling a story of transformation, where deadstock and discarded garments are reimagined into wearable art. The evening blends fashion and storytelling, with choreography symbolizing transformation and makeup by Dr. Hauschka enhancing the creative vision.
But the impact doesn’t stop at the catwalk. Today, The Circle Club also launches the Like–Share–Win campaign (October 7), where consumers can win these unique runway pieces by engaging with participating brands on social media. Each garment is truly one-of-a-kind: never made before, never to be made again.
At the same time, The Circle Club is publishing a free Upcycling Toolkit on www.jointhecircleclub.com/upcycle-toolkit, capturing lessons, strategies, and best practices from the brand–maker collaborations, a resource for the wider fashion industry to accelerate its circular transition.
The Circle Club’s Ambition
The Circle Club is clear in its mission: accelerate circular fashion by building bridges between brands, makers, science, and consumers. A bold collective BHAG (Big Hairy Audacious Goal) will soon be set together with all members to guide the next steps.
“We start with upcycling, but we won’t stop there. Together, we’re building the roadmap for a new fashion industry: profitable, circular, and ready for the future.”
– Rachel Cannegieter, Founder of The Circle Club
