Circularity Takes Center Stage at ORBDAYS with a Dedicated Area and Tailored Initiatives
At the upcoming edition of ORBDAYS, one of the key words will be “circularity.” Inside the exhibition halls—hosted as part of the European Outdoor Week—Circularity will make its debut, a project promoted by Reju aimed at transforming the concept of “end of life” for sportswear into a new value opportunity.
The message is simple: bring your gear or your favorite sports garment, no matter its condition. If it can be repaired, it will be fixed. If it cannot, it will be collected, regenerated, and reintroduced into the production cycle. A tangible process that proves the circular economy is no longer just a theory, but an operational model that can be implemented on a large scale.
How the Circularity Area Works at the Show
The mechanism is designed to be immediate and engaging, combining several activities—from on-site repairs carried out by United Repair Center, an international organization specializing in extending the life of technical garments, to product collection, should the item no longer be repairable, with the support of Rematrix.
The collected material will then be regenerated by Reju, closing the loop and opening up—true to the initiative’s payoff—“infinite possibilities.” It is a virtuous model that integrates repair, collection and regeneration into a single, streamlined flow.
Outdoor Brands on Board
The project has already attracted the interest and alignment of some of the most significant brands in the outdoor sector.
Ortovox will host upcycling activations during the show days, while Patagonia will be present with its Worn Wear initiative, a sustainability program launched in 2013 to extend the life of clothing through free repairs, reuse and recycling—thereby reducing waste and overconsumption. The project includes professional repairs of used garments, the resale of second-hand Patagonia products, and traveling tours featuring mobile repair workshops.
As previously announced, United Repair Center and Rematrix will also play a key role, while Reju will lead the project with a focus on post-consumer textile regeneration.
For the initiative to generate real, systemic impact, the role of the European Outdoor Group (EOG) and MagNet will be crucial, as they are tasked with steering and amplifying the project by engaging additional brands and retailers.
A Laboratory for Applied Circular Economy
Circularity is not just an experiential activation, but a true testing ground for the outdoor industry, which has long been attentive to sustainability issues. Bringing a used garment to the trade show means triggering a virtuous process that extends product life, reduces waste, and enhances the value of existing resources.
At a time when the textile supply chain is being called upon to rethink production models and extended producer responsibility, ORBDAYS becomes a laboratory for applied circular economy—capable of uniting companies, industry professionals and consumers around a shared vision.
