John Lewis has introduced a forward-thinking circular collection, focusing on sustainability in fashion and home products.
- This collection features 20 items including cashmere jumpers and organic cotton pyjamas, aimed at lasting longer and being more sustainable.
- Products are designed with materiality, durability, and recyclability in mind, adhering to modern environmental goals.
- Each item includes a QR code on its care label to provide insights into its thoughtful design.
- This initiative showcases John Lewis’s commitment to combining style with environmental responsibility.
John Lewis has recently launched a new circular collection that aims to revolutionise consumer goods in the fashion and home sectors by embedding sustainability at its core. This innovative collection comprises 20 items across various product categories, including fashion staples such as cashmere jumpers and home essentials like duvets and pillows.
The clothing selection within this collection features 100% cashmere jumpers, baby sleepsuits, and pyjamas crafted from 100% organic cotton. These materials are selected not only for their quality and aesthetic appeal but also for their ability to endure prolonged use, embodying the collection’s emphasis on durability and sustainability.
Price points for these garments are designed to accommodate a range of consumers, with items such as baby sleepsuits starting at £8.50 and high-quality cashmere half-zip jumpers priced at £135. This pricing strategy reflects John Lewis’s commitment to making sustainable fashion accessible without compromising on quality.
One of the defining features of this collection is its alignment with Wrap’s circular design toolkits, a framework that ensures products meet standards for materiality, recyclability, and durability. This careful design approach is further enhanced by the inclusion of QR codes on the care labels of each product. These codes allow consumers to access detailed information about the creation and design processes behind their purchases.
Kathleen Mitchell, John Lewis’s commercial director, commented on this initiative, articulating the company’s ongoing efforts to balance style with sustainability. She emphasised that customer desires for aesthetically pleasing yet long-lasting products have driven this development, which aims to offer reliability both economically and environmentally. “We’re continuing to learn about how to design more efficiently,” Mitchell stated, “and to create products that our customers can trust to be good for both their pockets and the planet.”
This launch underscores John Lewis’s dedication to sustainable growth in the retail sector, blending style with thoughtful environmental initiatives.
