Thread by Thread: How bonprix is Weaving Circularity into Fashion
bonprix is rethinking what fashion can look like when circularity drives design from the start.
bonprix is weaving a new way of thinking into fashion, one that begins with intentional design and leads to regeneration. In an industry defined by speed and scale, the brand is taking a moment to rethink the impact of every step, from the materials it selects to the future of each garment. Circular design is not an add-on. It is the blueprint guiding bonprix’s shift toward responsible production.
With Cradle to Cradle Certified® denim products, Digital Product Passports that highlight the benefits of certification, and a Circularity Data Report, bonprix is building a system where materials remain in use and their value is preserved. Thread by thread, the brand is showing that circular fashion at scale is not only possible. It is already in motion.
.png)
-1761909423.png)
About bonprix
As one of Europe’s leading fashion retailers, bonprix brings an accessible style to millions of customers each year. Founded in 1986 and part of the Otto Group, the company now reaches around 10 million active customers across 16 European markets through its online shops, B2B channels, and a diverse product range that spans womenswear, menswear, childrenswear, and home collections.
Headquartered in Hamburg, bonprix combines value-driven design with an ambitious sustainability commitment. Every collection is developed in-house to offer a wide range of styles and sizes, all with a growing focus on circular design.
This mindset is reflected in the brand’s certified denim collection, created with Azim & Son in Bangladesh. Each piece is designed for longevity, with construction that supports repair and recyclability, and developed for a five-to-ten-year use period. bonprix also continues to engage in circular initiatives such as Platz schaffen mit Herz, supporting garment reuse and material recovery.
The collection meets leading sustainability standards, including Cradle to Cradle Certified®, GOTS, OEKO-TEX, and ZDHC. Together, these efforts demonstrate bonprix’s commitment to healthy materials, fair manufacturing, and scalable circular fashion that balances affordability with impact.
Spotlight on circularity
bonprix treats circularity as a system, not a feature. From design to recovery, each step is guided by longevity and regeneration. The Cradle to Cradle Certified® framework has reshaped how the brand thinks about fashion, from how garments are made to how they re-enter the loop.
The starting point is denim. In collaboration with Azim & Son, bonprix developed a fully certified collection for women, men, and kids. Each piece is made to last up to a decade, with durable fabrics, removable trims, and easy disassembly for recycling or reuse.
A take-back program allows customers to return used garments, extending the life of quality materials like organic cotton and closing the loop.
Transparency supports the entire system. Each certified item includes a QR code that links to a Digital Product Passport, where customers can learn more about the added value of a Cradle to Cradle Certified® garment and what makes it different.
By integrating thoughtful design, traceable materials, and recovery strategies beyond use, bonprix demonstrates how fashion can evolve toward a more regenerative model at scale.
.png)
From closet to comeback
bonprix doesn’t stop at the point of purchase. Its circular strategy extends throughout the full product lifecycle. Through Platz schaffen mit Herz, customers can give used garments a second life, ensuring quality fibers remain in use. Certified denim is built to support this system. Each item is designed for easy disassembly, with removable components and fabrics that allow for fiber-to-fiber recovery. The loop is closed not by chance, but by design, making it simple for customers to take part in a functioning circular system.
Digital product passports
bonprix brings radical transparency into its garments through digital product passports. Every Cradle to Cradle Certified® item carries a QR code that links to an online page, showing the materials used, where the product was made, and how it should be handled at the end of life.
This makes sustainability visible. It turns data into a shared tool for accountability and education. From suppliers to customers, every link in the chain contributes to a more transparent fashion future.
.png)
-1761910722.png)
The value of being Cradle to Cradle Certified®
For bonprix, Cradle to Cradle Certified® is more than a badge. It is a development framework that shapes better decisions throughout the value chain.
“The certification supports our sustainability goals by ensuring that products are designed with environmental and social considerations in mind,” the team shared. “It reflects our commitment to creating products that are not only stylish but also sustainable.”
Working toward certification led Bonprix to eliminate harmful substances, improve resource efficiency, and strengthen collaboration with suppliers.
“Cradle to Cradle pushes us to think across the full lifecycle. It is not just about making better clothes. It is about creating a better system.”
Certification has become both a benchmark and a driver. It ensures that circularity moves beyond concept and becomes a measurable, verifiable part of how Bonprix operates
Results and impact
bonprix’s shift toward circularity is already delivering measurable results. Today, more than 70% of all fibers are more sustainably sourced, with a clear goal to reach 100% preferred materials across all products and packaging by 2031 The Cradle to Cradle Certified® denim line is at the forefront of this progress, demonstrating that sustainable design can succeed at scale while staying affordable. Customer interest in certified products and transparency features is steadily increasing, while supplier relationships have strengthened around shared sustainability goals. These outcomes reflect more than operational updates. They signal a meaningful shift in how bonprix designs, produces, and connects with its customers.
What’s next
“We see circularity not as a trend but as a foundation for the future of fashion,” the team shared.
bonprix continues to advance its circularity efforts by expanding the use of preferred materials, including organic and recycled fibers, across more product lines. These efforts support the Otto Group’s Science-Based Targets for reducing emissions. It is also scaling certification across more product categories, partnering with trusted standards like GOTS, Cradle to Cradle Certified®, OEKO-TEX, and Cotton made in Africa.
Consumer education will play a bigger role, with tools designed to help shoppers care for, return, and reuse garments in ways that extend product life and reduce environmental impact.
Advice for newcomers to Cradle to Cradle Certified®
“Don't worry about not having enough data. You have to start somewhere. Cradle to Cradle Certified® certification is a huge help in this regard, as it provides guidance and a clear roadmap. Recertification always reveals potential for optimization and clear steps for advancing your own sustainability strategy in a targeted manner,” shared the bonprix team.
For companies beginning their Cradle to Cradle Certified® journey, success starts with understanding the framework and building strong internal alignment. Leadership commitment and early supplier engagement are key to integrating circular thinking into design and sourcing.
Certification is an iterative process that rewards progress over perfection. Starting small, tracking results, and empowering employees can turn ambition into measurable impact. Each step builds momentum toward a more circular, regenerative system.
Final thoughts
bonprix is proving that circularity can scale. By rethinking every stage - from design to materials to recovery - it is making sustainability part of how fashion functions, not just how it looks.Cradle to Cradle Certified® products and transparency-focused tools are already shaping how bonprix brings its collections to life. This is how the brand is making circularity part of fashion, thread by thread.
