John Lewis has launched a new circular collection focussed on sustainability.
- The collection includes items such as cashmere jumpers, pyjamas, and baby sleepsuits.
- Each product is made from materials like 100% organic cotton and recycled polyester.
- A QR code on care labels offers insights into the design process.
- The collection aligns with Wrap’s circular design toolkits, emphasizing materiality, durability, and recyclability.
John Lewis has unveiled a new circular collection that embodies a vision of sustainability and long-lasting design. This 20-piece assortment spans fashion and home essentials, aiming to deliver products that not only look stylish but are designed to endure. The collection introduces items crafted from high-quality materials such as 100% cashmere for jumpers and 100% organic cotton for pyjamas and baby sleepsuits.
Duvets and pillows in the collection feature 100% recycled polyester filling, underlining the brand’s commitment to recycling and reuse. Prices within the collection vary, starting at £8.50 for baby sleepsuits and reaching up to £135 for premium cashmere half-zip jumpers, allowing accessibility across different customer segments.
Each product is meticulously designed with materiality, durability, and recyclability in mind, reflecting the principles of Wrap’s circular design toolkits. This ensures that the products not only serve current needs but can be reintroduced into the ecosystem effectively at the end of their lifecycle. A QR code integrated into each care label invites customers to explore the behind-the-scenes design process, promoting transparency and customer engagement with sustainable practices.
Commercial director Kathleen Mitchell highlighted the brand’s strategic focus, stating, “We are constantly looking at changes we can make in our bid to combine style and sustainability for our customers. We know they want products that look good and that last, and that’s exactly what these designs offer.” Her remarks reflect the company’s ongoing learning curve in sustainable design and its commitment to delivering trustworthy, eco-friendly products.
The introduction of this circular collection illustrates how John Lewis is adapting to consumer demand for responsible products that cater to both aesthetic and environmental concerns. The focus on creating a transparent, engaging customer experience through innovations like the QR code is a notable step toward aligning retail practices with sustainable values.
John Lewis’ new collection represents a significant move towards sustainable product offerings, combining style with environmental responsibility.
