Founder Update – July 2025 - 6 months post launch

"You don’t fix a broken system with better branding. You build a new system."

Six months ago, Circlo went live. A year ago, it was just an idea.
In this update, we’re sharing what’s happened, what we’ve learned, and what comes next in our journey to build the operating system for circular fashion.

It’s been an intense few months since my last update in April. Circlo has taken some big steps, not always loud, not always smooth, but foundational.

TL;DR – What’s new at Circlo, 6 months in:

• We launched Issued By and Engage, our B2B circular programs
• Processed 600+ garments this month — double from three months ago
• Built the first version of our AI-first product intake system
• Circlo Editions is staying, with a women-led drop on the horizon
• First clients signed. First funding nearly closed.
• We’re building not a brand, but a circular fashion operating system

Here’s where we are:

We’re not a zero-waste fashion line.

We’re not a resale brand.

We’re not just a DTC label either.

We’re building the operating system for circular fashion.

It took time (and a lot of iteration) to get here. But the vision is now clear: we’re creating the physical and digital backbone that makes zero-waste fashion not just possible, but inevitable. The new standard.

But our mission remains the same:

To build the zero-waste fashion ecosystem.

And to do that, we’ve had to go beyond where we started.

What we’ve been building:

·        We launched two new business lines — Issued By and Engage.
Issued By is custom circular apparel for companies designed to not end up in the trash. Engage brings circularity into workplaces, meeting people where they already are. Both are early, but they’re gaining traction and helping us remove friction from circular behaviour.

·        Our first pilot for Issued By is in the books.
And Engage is close to landing its first. It’s been humbling to see these ideas turn into real partnerships even as we build the system behind them.

·        Franck joined as CMO.
A huge leap of trust. A massive step forward for the brand. We’re now truly co-building. And i cannot stress how big of an impact he’s had on the business already. A lot of things coming, so stay tuned!

·        We ran two declutter events in Amsterdam.
Testing real-world engagement, logistics, and messaging with all the chaos (and learning) that comes with it. We also participated in the Amsterdam Innovation Day and an event at a local French School.

·        We started building the digital backbone.
The first product intake modules are live. Design is ongoing. The goal: an AI-first platform for circular logistics, resale automation, and auditable LCA-based reporting.
(Still nameless — drop your best name idea in the comments.)

·        Editions is still here and staying.
Our DTC line remains a powerful expression of our mission and design values. We’re already thinking about Editions 02, with storytelling, resale, and creative reuse at it’s core. This time with Women front and center.

·        We’re now processing ~600 garments/month
(Up from 300 just three months ago).
Scrappy, growing, and more efficient by the day.

What we’ve learned:

• DTC is hard.
  Earning trust takes time. Especially when you’re building both a brand and a system
• Corporate is a lever.
  Issued By and Engage let us create immediate impact at scale and shift consumer behavior from within
• B2B is a different game.
  Complex. Slow. But full of potential. I’ve spent most of my career on the other side of the table. This is all new ground and we’re learning FAST.

Where we’re headed:

•  Launch the first Engage pilot
• Accelerate Issued By partnerships
• Launch our intake module
• Establishing a proper team. Looking forward to having conversations with more than 1 person.
• Keep growing the Circlo community. We cannot build this without you.
• Lay the groundwork for Editions 02. Very excited about this one.
• Complete our website redesign. Wearecirclo.com needs an urgent refresh.

We’re still bootstrapped and proud of how far we’ve come that way.
But we’re now in the final stages of closing our first funding round, which will be rocket fuel for everything we’re building: the digital backbone, Engage, Issued By, Editions, and Loop.