At the following edition of ORBDAYS, one of the keywords will be “circularity”. In the fair pavilions, organized within the European Outdoor Week, Circularity debuts, the project promoted by Reju that aims to transform the concept of “end of life” of sportswear into a new value opportunity.
The message is simple: bring your gear or your favorite sportswear, no matter its condition. If it can be repaired, it will be restored. If it cannot be repaired, it will be collected, regenerated, and reintroduced into the production cycle. A concrete process that demonstrates how the circular economy is no longer just a theory, but an operational model applicable on a large scale.
How the Circularity concept will be developed
The mechanism is designed to be immediate and engaging and is based on various activities, from on-site repair by United Repair Center, an international entity specialized in extending the life of technical garments, to collection if the product is no longer repairable, thanks to the support of Rematrix.
The material will then be regenerated by Reju, closing the loop and opening, as the initiative’s payoff states, “infinite possibilities”. A virtuous model that combines repair, collection, and regeneration in a single integrated flow.
Involvement of outdoor brands
The project has already attracted the interest and alignment of some of the most significant brands in the sector:
Ortovox offers upcycling activations during the fair days, while Patagonia will be present with its Worn Wear project, a sustainable program born in 2013 to extend the life of clothing, promoting free repairs, reuse, and recycling, thus reducing waste and overconsumption. The project includes professional repair of used garments, the sale of second-hand Patagonia products, and touring workshops for on-site repairs.
As already mentioned, United Repair Center and Rematrix will be fully involved while Reju will lead the project with a focus on regenerating post-consumer textiles.
For the initiative to have a real and systemic impact, the role of the European Outdoor Group (EOG) and MagNet will be fundamental, called to lead and amplify the project by involving additional brands and retailers.
A laboratory of applied circular economy
Circularity is not just an experiential activation, but a real testing ground for the outdoor sector, always attentive to sustainability issues. Bringing a used garment to the fair means activating a virtuous process that extends the life of products, reduces waste, and enhances existing resources.
In a historical moment where the textile industry is called to rethink production models and extended producer responsibility, ORBDAYS becomes a laboratory of applied circular economy, capable of uniting companies, operators, and consumers in a single shared vision.
