Focus on the life cycle of our products

Four tops in white, light green and black lie on top of each other and show the "Circular Collection" logo.

Design is at the heart of our work: the materials we use and how they are processed not only influence the quality and comfort of our products. They also largely determine the ecological footprint.

Fibres & Materials

Detail view of a pink t-shirt with silver buckles as detail.

Our goal: 70% preferred materials by 2027

We assess whether a material is included in our portfolio of preferred materials on the basis of LCA (Life Cycle Assessment) data from the Higg MSI (Material Sustainability Index). It shows the ecological impact of raw materials, production and the end product. Preferred materials must also be free from genetically modified resources or nanoparticles.

Cotton is our favorite - and our most popular fiber

In the 2023 collection year, we used 58% renewable fibres such as cotton, viscose, lyocell, linen and wool. Cotton is the most important fibre, accounting for around 44%. That is why we have had a special focus on this fibre for years: we source all of our cotton from organic or recycled sources in cooperation with the Cotton made in Africa initiative. Our fibre strategy also focuses on viscose from certified wood and recycled synthetic fibres.

100% of our cotton is sourced from Cotton made in Africa, from organic farming or recycled sources.

A field of cultivated cotton can be seen. Two hands hold two cotton blossoms to the camera.

Organic Cotton Accelerator - organic cultivation and transparent origin

he Organic Cotton Accelerator (OCA) initiative supports cotton farmers in switching to organic farming. We support this approach wholeheartedly. OCA promotes access to GMO-free cottonseed suitable for each growing region. This is because farmers, ecosystems and local biodiversity benefit from the organic cultivation of cotton. By working with brands such as bonprix at , OCA creates a stable demand for organic cotton and contributes to the economic security of farmers.

We are one of the biggest supporters of the Cotton made in Africa Initiative ​

The Cotton made in Africa (CmiA) initiative is committed to improving the living conditions of smallholder farmers in sub-Saharan Africa. Through training, CmiA helps farmers to establish resource-saving cultivation methods and increase their yields at the same time. In particular, the initiative promotes gender equality. In ecological terms, CmiA favours sustainable cultivation without genetically modified seeds, reduces the use of pesticides and protects soil fertility.

We do not use Fur, Angora, Mohair and Horn

63% of our fibres in upper materials came from preferred sources in 2023

Better packaging

Our shipping boxes are made from FSC®-certified cardboard. Our shipping bags bear the Blue Angel seal as a sign of particular environmental friendliness, as they contain at least 80% plastic made from post-consumer recyclate. By the end of 2025, all of our polybags should also consist of at least 80% recycled material.

For more animal welfare

The majority of our shoe and bag range is labelled as animal-friendly with the PETA Approved Vegan certificate: of shoes and 95% of bags are made without animal ingredients and are therefore vegan. We have been a member of the "Fur Free Retailer" programme since 2014. We also set clear standards for other animal materials. These and other requirements are defined in our "Business Partner Declaration on Sustainability": We only use leather as a by-product of the food industry and categorically reject angora from angora rabbits. In the case of down, we make sure that it does not come from live plucking or foie gras production. Mulesing practices on sheep are not permitted. From 2028, we will only use 100% certified down, feathers, sheep's wool, alpaca and cashmere.

The picture shows a two-piece knit outfit in beige.

Circular Design

A woman has an orange frame with a round neckline in front of the camera. She wears a beige top and smiles slightly. The background is neutral.

It all starts with the design

In order to create a recyclable product, the right course must be set at the beginning of the life cycle. Large prints and material blends make recycling more difficult. So that the textile cycle can eventually close, we do what we do best: Creating fashion.

Our Circular Collection remains beautiful for a long time and can then be easily recycled

Our Circular Collection focuses on the design process in order to develop durable and recyclable styles. The design criteria are based on the Circular Design Criteria from circular.fashion and comprise three pillars: Materials made from healthy, renewable and/or recycled raw materials, durability and recyclability. We have been regularly creating Circular Collection capsule collections since 2023. In the next step, we plan to implement the design approaches for suitable styles across the entire range.

We are working on our first Cradle to Cradle Certified® denim

We are currently working on the first full certification with the Cradle to Cradle Standard in silver for denims. The Cradle to Cradle Certified® Standard 4.0 is a comprehensive framework that supports companies in developing circular products. The standard focuses on five key areas: Material Health, Product Circularity, Clean Air and Climate Protection, Water and Soil Stewardship, and Social Equity. This makes it one of the most demanding certifications on the market. Our first Cradle to Cradle Certified® denims are due to hit the shops in 2025.

A woman in an orange jumpsuit sits in front of a neutral background. She has her arm resting on her knee and keeps her head tilted.