Our partnership with Brightfiber is built around one strategic goal: making circular textile production impossible to ignore.

We work in two directions. On one side, we translate the complexity of textile recycling into accessible, newsworthy stories that bring circularity into the mainstream. On the other, we bring the people who can accelerate the transition directly into Brightfiber’s factory.

This started with the high-impact opening of the recycling plant, supported by national coverage on Nieuwsuur and RTL Nieuws and a full-house event opened by actress and activist Carice van Houten.

Since then, we have continuously created new PR and industry moments around Brightfiber. We secured national television exposure through BinnensteBuiten, helped generate major newspaper frontpage coverage, and created opportunities to strengthen Brightfiber’s position with policymakers and industry leaders.

We also organised the Innovation Forum event as part of the Sustainable Apparel & Textiles Conference, bringing international brands including Primark, PUMA and Zalando into the factory to experience circular textile production firsthand.

During Amsterdam Fashion Week, we transformed the factory into a fashion stage together with designer Tess van Zalinge, bringing the wider fashion scene directly into the heart of circular production.

Another milestone was a meeting with Queen Máxima, creating an opportunity to underline the importance of supporting circular pioneers such as Brightfiber in building the textile system of the future.