The Woody Group wants to use raw materials more efficiently and responsibly in the future. Therefore, through this project, together with Sibille Diederichs GCV, we set out to find an innovative business model to process the brand's pyjamas circularly after a first life.
Specifically, our project consisted of two in-store collection actions, a fine sorting process, direct reuse of collected pieces through charities, or upcycling into new products and recycling by fiberising.
By involving and raising awareness among our consumers through the collection actions, and thanks to good cooperation with the social economy and textile companies, we were able to create a strong closed material loop.
Upon completion of this process, the knowledge and conclusions gained around system optimisation, design, reuse, return logistics and scalability will form the basis for outlining the future innovative circular strategy within our company.
The Woody Group
Partners Sibille Diederichs
Thanks to this project, in the future we would like to continue our commitment to an annual trade-in campaign in our own retail outlets and a cooperation with Ateljee vzw for sorting and second-hand sales. We also want to explore the possibilities of an online trade-in campaign.
In addition, we are conducting further research into a sustainable and circular revaluation of cotton from the residual fraction of the trade-in actions. We are also further thinking about a repair strategy to ensure and/or extend the lifespan of Woody pyjamas.
Through Woodyloop, we were able to identify where the weaknesses of our products lie. The styling team can use this knowledge in the future when developing new products and collections.