John Lewis launches new circular design collection

• New circular designed collection launches at John Lewis across home and fashion
• The 20-piece collection has been designed to be longer lasting, and tested to the highest durability standards
• Supports the Partnership’s commitment that 100% of new own-brand products will be designed with circularity in mind by 2028

John Lewis has today launched an innovative new circular collection across Home and Fashion, designed to support customers looking for more thoughtfully created products which will stand the test of time. 

The 20-piece collection, which includes nightwear and filled bedding, has been developed with circularity at the forefront, offering products which are longer lasting and more sustainable.

Products in the range have an increased amount of recycled content and are even better quality, ensuring customers are buying products which are excellent value for money and designed for longevity. The design also factors in how clothing items can be more easily recycled when customers are finished with them.

With almost half (45%) of UK citizens purchasing clothing at least once a month, and around one in four (23%) saying they regularly buy clothing with the intention of using it for a short amount of time, the collection aims to offer a more sustainable choice for those looking for longer-lasting options. 

The collection is available in our stores and online at www.johnlewis.com, and includes items across nightwear, babywear, men’s cashmere, mattresses and filled bedding duvets and pillows. 

Almost 80% of consumers are changing their shopping habits based on social responsibility, inclusiveness, or environmental impact**. We have also made it easier for customers to shop the collection and each product comes with a QR on its care label, providing information about its sustainable design according to circular design principles.

John Lewis Commercial Director, Kathleen Mitchell, said: “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. 

“We’re continuing to learn about how to design more efficiently and to create products that our customers can trust to be good for both their pockets and the planet. It’s been incredibly insightful seeing the circular framework and strategy put to practice.” 

In collaboration with circular economy experts at the University of Exeter, we have developed our own comprehensive framework and strategy, created in line with WRAP’s circular design toolkits. 

This framework is built on three core principles:

• Material Choices: Products are made from more sustainable or recycled materials.
• Durability: Products are made to last longer and be more durable.
• Cyclability: Products are designed to be easier to recycle (including mono-materiality).

Professor Fiona Charnley, Co-Director of the Exeter Centre for the Circular Economy and UKRI Circular Economy Hub at the University of Exeter Business School said: "We are pleased to have worked with John Lewis on the development of the Circular Design Framework and Strategy. The framework integrates multiple factors of circularity including material selection, extended product use, durability and cyclability, enabling the design team to adopt a truly whole system approach. 

“The launch of John Lewis’ new collection is a fantastic example of how the framework can be applied across a diverse range of products with differing requirements and lifetimes. This is a pioneering step forward in John Lewis' transition towards a Circular Economy and we look forward to seeing the wider impact of the strategy across the business and their customers"

Sophie Scanlon, Textiles Specialist at WRAP, said: “We are delighted to see our Circular Design Toolkit principles in action within this new collection from John Lewis. Up to 80% of clothing’s impacts are determined at the design phase, so it's great to see John Lewis taking the practical steps to embed this within their collections to make a difference. 

“Designing for circularity is a key pillar of WRAP’s Textiles 2030 programme and this toolkit utilises industry-wide expertise to help brands implement circular design holistically, with every stage of a product’s life cycle considered which, in turn, can reduce an item’s environmental impact.”

Marija Rompani, Director of Ethics and Sustainability at John Lewis Partnership said: "We are thrilled to launch our new collection across home and fashion, a testament to our commitment to circular design.

“Each product has been thoughtfully designed to minimise waste and maximise longevity, helping to give customers more choice for responsible products.

"I'm personally very excited by the new nightwear products in the collection which are not only designed to be more easily recycled at their end of life, but look and feel amazing too.”

The collection builds on recent ambitions introduced by John Lewis to offer more ethical and sustainable products across fashion and home. 

The Partnership continues to innovate and learn - just last year John Lewis announced that 100% of the leather used in its own label sofas and chairs will be from higher welfare farms in the UK that supply Waitrose beef. In 2022, John Lewis launched a new range of mattresses made with wool provided by Waitrose sheep farmers - aiming that nothing useful ever goes to waste. 

John Lewis offers many ways to help customers make more sustainable shopping choices: 

• Taking part in our FashionCycle scheme for pre-loved clothes
• Subscribing to childrenswear rental service with thelittleloop
• When purchasing a new mattress, recycle your old one with us
• Families can opt to rent a bike from the Bike Club 
• Don’t throw away empties, recycle them through BeautyCycle
• John Lewis recycle your bigger electrical items when purchasing a new one
• Rent your next occasion outfit from our menswear and womenswear rental platform
• Buy preloved from the luxury fashion resale pop-up in partnership with Sign of the Times

To find out more on how we’re working towards our sustainability goals, please click here to read our latest Ethics & Sustainability report. 

Notes to Editors

• *WRAP, Textiles 2030, Citizen Insights: Clothing longevity and circular business models receptivity in the UK
• **Capgemini, How Sustainability is Fundamentally Changing Consumer Preferences
• In 2019, John Lewis became one of the founding signatories of Textiles 2030, the UK’s leading voluntary circular textiles initiative led by WRAP aiming to transition to more sustainable and circular practices. 
• Kathleen Mitchell, Commercial Director, sits on the advisory board of The Circular Fashion Innovation Network (CFIN) - an industry-led programme led by the British Fashion Council (BFC) and UK Fashion and Textile (UKFT) in partnership with UK Research and Innovation (UKRI) to accelerate the UK towards a Circular Fashion Ecosystem.

List of products in the collection:

Products in the collection were selected based on performance and opportunity for the highest impact. Learnings from how these products were developed according to the circular design principles will be embedded into designing more own brand products in the collection. 

• Nightwear pyjamas: 
  • Dobby Midi Chemise
  • Diamond Camisole Short Pyjama Set
  • Kate Stripe Shirt Long Pyjama Set
  • Kate Stripe Cropped Pyjama Set
  • Diamond Texture Shirt Long Pyjama Set
  • Diamond Shirt Short Pyjama Set
• Cashmere Half Zip Jumper
• Baby Circular Collection GOTS Organic Cotton Long Sleeve Sleepsuit
• Filled bedding duvets and pillows: John Lewis Soft Touch Washable Range