# Circular Non-Shrink Apparel John Lewis is Unveiling a 20-Piece Eco-Friendly Clothing Capsule By Kanesa D | Published 2024-06-26 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/john-lewis-3 References: [retailgazette](https://www.retailgazette.co.uk/blog/2024/06/john-lewis-overhaul/) & [johnlewis](https://www.johnlewis.com/)  John Lewis has unveiled a new [circular clothing collection](https://www.trendhunter.com/trends/coach-and-poshmark) in response to changing consumer attitudes about sustainable consumption. This innovative, 20-piece capsule spans everything from pyjamas and babywear to knitwear, mattresses, duvets, and pillows. “We’re continuing to learn about how to design more efficiently and to create products that our customers can trust to be good for both their pockets and the planet. It’s been incredibly insightful seeing the circular framework and strategy put to practice," said Kathleen Mitchell, [John Lewis'](https://www.trendhunter.com/trends/john-lewis-partnership) commercial director. Notably, the garments in this release boast increased recycled content. Each item is meticulously designed to align with [sustainable principles](https://www.trendhunter.com/trends/regeneration-nation), catering to conscientious consumers seeking quality and sustainability in their purchases. The new collection is available through the John Lewis website. Image Credit: John Lewis ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 31% | Activity: 9% | Freshness: 25% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Sustainable Apparel Collections:** A surge in eco-friendly clothing lines is catering to a growing demographic of consumers who prioritize environmental responsibility. - **Circular Fashion Design:** The adoption of circular design principles in fashion is transforming how garments are produced, extending their lifespan and reducing waste. - **Eco-conscious Consumerism:** Increasing demand for products with higher recycled content reflects consumer shifts towards more sustainable lifestyle choices. ### Industries Being Reshaped - **Fashion:** The fashion industry is embracing circular models to address environmental concerns and improve resource efficiency. - **Home Goods:** Sustainable initiatives are expanding beyond clothing to include home goods like mattresses, duvets, and pillows. - **E-commerce:** The rise of eco-friendly collections is driving e-commerce platforms to feature sustainable options more prominently. ## Related on Trend Hunter - [Circular Children's Denim](https://www.trendhunter.com/trends/zara-1.md) - [Sustainable Kids Cartoon Capsules](https://www.trendhunter.com/trends/primark-2.md) - [Sustainable Eurovision Capsules](https://www.trendhunter.com/trends/ljmu.md) - [Whimsical Ethically Made Apparel](https://www.trendhunter.com/trends/iclothing.md) - [Recycling-Focused Store Concepts](https://www.trendhunter.com/trends/cos-2.md) - [Eco-Friendly Indian Fashion](https://www.trendhunter.com/trends/latin-quarters.md) - [Clothing Repair Hubs](https://www.trendhunter.com/trends/clothing-repair-service.md) - [Upcycled Minimalist Menswear Capsules](https://www.trendhunter.com/trends/son-of-a-tailors.md) - [Sustainable Clothing Collections](https://www.trendhunter.com/trends/regeneration-nation.md)