5 inspiring circular brands to watch

5 min readMar 2, 2022

Circular Economy is based on three simple principles: designing out waste and pollution, keeping products and materials in use, and regenerating natural systems. All major game-changers in sustainable development. Many fashion and lifestyle brands are already integrating these principles into their product design, enabling planet-positive solutions.

Discover here 5 hand-picked labels that are pioneering the circular economy revolution. Get to know more about their story, sustainable criteria and enjoy a good feeling while shopping for their products!


This planet needs you to give a shit! We present you Komrads, one of our circular brands committed to creating a sneaker with the lowest possible impact on the planet. A sneaker that does not use any natural resources. That didn’t involve killing or harming animals or chopping down rainforests and replacing them with rubber plantations.

They produce a sneaker made entirely of reused and recycled materials, a sustainable alternative that does not compromise on design, quality and comfort. A great example is their APL model made from apple skin, an ecological alternative to animal leather. They are entirely made with recycled and reused materials such as apple leather, recycled cotton, recycled rubber, reused carbon, and recycled plastic bottles. Ethically produced, eco-friendly, vegan and circular. How not to love?


Worlds of Opportunities, aka WOO, is an inspiring example of a premium lifestyle label that gives back.

Their story started decades before its conception in an accumulation of experiences and events in Saskia de Knegt’s life, founder of WOO. Through her early adult years in the medical sector and later in her humanitarian work with the United Nations, Saskia witnessed poverty and suffering first hand and realized that the only sustainable solution is to empower people to help themselves, rather than relying on charity and handouts.

They organize a group of female garbage collectors that operate on the streets of Ho Chi Minh City, Vietnam. Their products increase the demand for upcycled bottles and, therefore, increase the income opportunities for these individuals. The discarded glass bottles are saved from going to the landfill and upcycled into WOO Lucky Candles and Diffusers.

By shopping for WOO’s candles, you are not only getting an original handcrafted piece but also supporting their inspiring social projects.


Doop, the first-ever recycled and recyclable toothbrush with removable heads.

When Doop began to analyze the sustainability market, they were on a mission to create a positive change in daily behaviors. They paid particular attention to the great amount of plastic that’s thrown away each day and harming our planet. They believe that plastic pollution is a problem mainly created by irresponsible design practices. Something that lasts hundreds of years in the environment should be used as often as possible, not only for a few days or months. So, what if we embraced our plastic? What if we could transform it into a recycled and recyclable material that everyone can use daily?

With the help of academics and scientists, they designed a sustainable and disruptive toothbrush that directly tackles the problem of plastic pollution by giving it a new life, repurposing plastic from used yogurt cups.

Why change the whole toothbrush when there are only the bristles that get worn? Made from recycled plastics and with removable heads: doop is the last toothbrush you will ever buy.

Doop is a statement. It’s a bold move. Doop is for people who care about the environment and take action in every aspect of their lives. Sustainable can be beautiful and stylish, so Doop is a polished, exquisite design object.


HNST JEANS produces conscious denim and has absolutely nothing to hide. Jeans that don’t compromise on style, sustainability or quality.

Three years of extensive research and development resulted in the HNST jeans collection, containing 56% recycled cotton, using 94% less water, and emitting 76% less CO2 compared to industry standards.

With a circular production process, all made in Europe with ethical labor, they guarantee the best working and quality conditions; while minimizing the impact on transport and maximising the transparency of their value chain. For the production of HNST jeans, the company uses cellulose-based materials and does not include any petroleum-based (plastic) fibers or coating. 100% natural means it can be recycled easily, that there is zero microplastics shedding, and that HNST jeans can be efficiently processed in one and the same recycling stream. Besides, they don’t use toxic chemicals and unnecessary extra labels in their pieces. These are the most transparent and honest jeans you will ever find!


Circonstance From Waste to Useful is a Portuguese brand for accessories made of upcycled marine plastic and designed to fight single-use plastic.

A circumstance is a particularity that comes with an event. It can also mean a detail or something appropriate. That is how the designs of the brand can be described: 𝙢𝙖𝙙𝙚 𝙤𝙛 𝙙𝙚𝙩𝙖𝙞𝙡𝙨 𝙩𝙝𝙖𝙩 𝙢𝙖𝙠𝙚 𝙖 𝙙𝙞𝙛𝙛𝙚𝙧𝙚𝙣𝙘𝙚 𝙖𝙣𝙙 𝙛𝙤𝙡𝙡𝙤𝙬𝙨 𝙮𝙤𝙪 𝙞𝙣 𝙖𝙡𝙡 𝙘𝙞𝙧𝙘𝙪𝙢𝙨𝙩𝙖𝙣𝙘𝙚𝙨!

Founded in 2021 by Calypso, a French eco-friendly woman living in Lisbon, the brand’s mission is to help the protection of our beautiful Oceans by fighting plastic pollution. All the products are made out of Upcycled Marine Plastic, collected through the collaborative organisation Seaqual Initiative.

Circonstance’s signature designs help you avoid single-use plastic in your everyday life, thanks to easy-to-carry solutions for a reusable bottle and an integrated and matching reusable shopping bag. They are also stylish and colourful accessories that add a special touch to your style.

Here we curated for you five inspiring brands that are pioneering the circular economy revolution, but there are many others working with purpose, and commitment to a better future of the planet. We hope our selection motivates you in making more conscious choices when shopping!