Maggie Sottero’s recently announced groundbreaking collaboration with SuperCircle, the first bridal brand to do so, marks a significant milestone in the company's sustainability efforts as it is set to transform how excess stock is managed and repurposed.

In a commitment to environmental responsibility and waste reduction, Maggie Sottero will initiate regular shipments of excess inventory and materials to SuperCircle's state-of-the-art facilities. This strategic collaboration aims to redefine industry standards by embracing a circular economy approach, where materials are recycled, reducing waste and minimizing the ecological footprint associated with bridal fashion production.

"Our partnership with SuperCircle represents a major milestone for Maggie Sottero as we work to become a more regenerative brand. We have ongoing donation partnerships with design schools and community groups, but our collaboration with SuperCircle is a tremendous step forward in our effort to keep 100% of our excess inventory out of landfills. We believe circularity is critical to environmental sustainability, and we're honored to support SuperCircle in their mission to create a world where no textile is wasted," says Patricia DeLaunay, Maggie Sottero's Global Sustainability Director.

Scheduled at regular intervals, Maggie Sottero's excess material shipments will not only contribute to reducing the brand's environmental impact but are projected to repurpose 100% of excess product per year, along with donation efforts. This initiative underscores Maggie Sottero's company-wide sustainability efforts and sets a precedent for other bridal brands to embrace sustainable practices.

“SuperCircle is thrilled to partner with the Maggie Sottero team to bring a first-of-its-kind circularity program to the bridal category,” says Chloe Songer, CEO of SuperCircle. “Together, we will identify, sort, and process Maggie Sottero gowns for the highest value end-of-life, focusing on fiber-to-fiber recycling. Given that occasion wear pieces are often only worn a handful of times, it is critical that brand leaders rethink the back half of their supply chain and product impact. It has been incredible to work with Maggie Sottero — as a family-owned and operated business and leader in the industry — to do just this and to push the boundaries of innovation and sustainability.”

Tackling waste in fashion industry

SuperCircle is a technology and reverse logistics platform addressing the challenges of garment recycling in the fashion industry. The United States Environmental Protection Agency (EPA) estimates that in 2018, 11,300,000 tons of textiles ended up in landfills, while another 3,200,000 tons were incinerated. On a global scale, an estimated 92 million tonnes of textiles end up in landfills.

With approximately 85% of wardrobes going to waste and clothing ending up in landfills, SuperCircle aims to bridge the gap between retail and textile waste by managing the logistics of the recycling process, involving technology, shipping, and warehousing, to facilitate the recycling of discarded textiles.

SuperCircle's efforts include establishing a warehouse network for sorting and recycling fabric and garment waste and creating custom bails for recyclers. By encouraging participation from retailers, brands, and consumers, SuperCircle aims to make post-consumer recycling more viable and reduce the impact of textile waste on the environment.

Learn more about Maggie Sottero's SuperCircle partnership and overall company-wide sustainability initiatives.

VOWS previous article on Maggie Sottero's initiatives: