You should read this if you are…

• A brand attempting to advance the recyclability of your protective waterproof apparel and seeking strategies to do so.
• An ingredient supplier looking to better understand shifting brand-side end-of-life demands and product considerations, which could influence product R&D.
• An end-of-life service provider curious about how competitors are working directly with brands to achieve high-quality textile recycling yields and collaborative supply chains.

Key takeaways

• Strategic direction – BAM Clothing has worked to combine compatible materials, construction and chemistry to develop a recyclable waterproof jacket. Its circularity credentials are certified by the Circular Textiles Foundation. An end-of-life pathway is also in place with domestic recycling partner
• Potential risk – BAM Clothing is not known in the market for its technical heritage, unlike peers in the outdoor market. While the Any Weather Mac has strong breathability performance, its waterproofing levels are modest – suited to everyday use. However, a high price point of GB£225 (US$297) could inflate consumer performance expectations for a circularity-orientated product. A lack of technical brand authority and limited environmental protection may make these expectations hard to meet.
• Industry lesson – Monomaterial constructions are an established route for creating theoretically recyclable apparel, tested even with complex outerwear styles. However, BAM Clothing has combined construction methods, fabrics, certification and use of an established, localised recycling partner in its efforts. This strategy improves end-of-life prospects and safeguards against increasingly stringent green claims restrictions.

Brand insider: Clare Coughlan
Lead analyst, material & business innovation at WTiN, Jessica Robe, discusses the brand’s recent recyclable product launch with BAM’s marketing director, Clare Coughlan. Skip straight to the discussion, here