A launch partner for Gap, Houdini, and targets named Syre
Syre’s Launch Partners Gap, Houdini and Target are responsible for introducing the company’s circular polyester into the wider market and moving forward with its implementation.
Introduced last March by global investors Vargas and Swedish retailer H&M Group, the company is building a fiber-type plant that produces circular polyester. It says the process could reduce CO2E emissions by up to 85% compared to traditional oil-based polyester production.
Syre has revealed plans for its first North Carolina plant. It is scheduled to begin operations in 2026 with an annual production capacity of 10,000 metric tons (MT) of circular polyester.
US apparel retailer Gap Inc. will incorporate 10,000MT of Syre’s recycled polyester annually into brands such as Old Navy, Gap, Banana Republic and Athleta. This move is in line with the company’s strategy to integrate sustainable materials into product delivery.
“We are pleased to announce that Dan Fibiger, vice president of Gap Global Sustainability,” said: “We are proud to be one of the first to support Syre’s innovative textile solutions. This partnership will help us accelerate our progress towards a more circular fashion industry.”
Outdoor clothing company Houdini Sportswear plans to source half of the Polyester from Syre’s circular polyester for three years, making it the main material for its products. The brand is on its mission to achieve a circulation and waste ecosystem by 2030.
“The partnership with Syre’s ambitions leads us to that vision,” said Eva Karlsson, co-founder and chief creative officer of Houdini.
The US retailer’s target uses recycled polyester from Syre textile to textile for selected owned branded products.
The company, which operates around 2,000 stores, hopes to design all its own branded products for the future of circulation by 2040.
“We’re excited to be able to help you get the most out of our business,” said Dennis Nobelius, CEO Syre. “We are excited to announce our partnership with these respected and advanced brands representing a variety of segments and sizes. They are truly frontrunners. They really understand the need to ensure the capabilities of rare resources. Circularity.”
A recent market study conducted by Syre and McKinsey suggests a predicted gap in annual supply and demand for 10-12m tons of textile-to-textile recycled polyester by 2030.
It says demand for circulating materials is set to rise with increasing commitment from the brand for circulatory and future regulations.