Mumster Editorial Team
April 8, 2026
In this episode of the Fashion Pioneers Podcast, Chanel Trapman sits down with Nienke Steen of the Cradle to Cradle Products Innovation Institute to talk about what circularity actually asks from fashion brands.
For Nienke circularity begins in the design phase, in the materials chosen, in the chemistry behind them, and in the systems built around them. That is where Nienke says real decisions are made. That is where circularity either holds up or falls apart.
As she puts it:
“Circularity starts with the design, choosing the right materials and the right processes, clean processes.”
The episode stays close to that reality. It shows how technical, detailed and interconnected the work really is. Design. Materials. Supply chain. Chemical safety. Take back systems. Communication. Everything is connected.
At the same time, Nienke makes the starting point feel more practical than many brands assume. Her advice is not to begin with the most ambitious or complex product. Start where you already have clarity. Start where you already have consistency. Start with the pieces that come back every year.
“Start from there and try to change that first before you start with a very complex design.”
Why brands should not stay silent
Communication also becomes an important part of the conversation. Nienke makes clear that many brands are currently hesitant to talk about sustainability because they are afraid of saying the wrong thing or being accused of greenwashing. But according to her:
“Staying silent is not the answer. “Brands should communicate what they are doing when it is clear, specific and validated.”
That is also where certification becomes important. It can be a tool that helps brands communicate their progress with more structure, clarity and credibility. In that sense, communication is not separate from the work but part of making progress visible and credible.
For brands trying to move from intention to action, this episode gives circularity a more grounded and practical shape, showing where to start and what it really takes to make progress.
Listen to the full episode of the Fashion Pioneers Podcast with Nienke Steen from Cradle to Cradle on Spotify.
