Merchandise & California’s Responsible Textile Recovery Act
If you’ve followed sustainability trends, you’ve likely heard the term “closing the loop” in discussions about recycling and reducing waste. This idea is more relevant than ever thanks to California’s SB 707, the Responsible Textile Recovery Act.
Signed in Oct 2024, this groundbreaking law requires large retailers to set up systems for textile recycling, making it easier to keep fabric waste out of landfills. So, what does “closing the loop” and this new legislation mean for your brand, and how can it guide your merchandise choices?
In essence, closing the loop is about designing products and systems to reuse, recycle, and repurpose materials instead of discarding them. It’s giving items a “second life,” turning them from waste into something useful— plastic bottles being transformed into branded T-shirts and upcycled cotton becoming durable tote bags. SB 707 reinforces this concept by mandating that companies actively find ways to recycle or repurpose textiles, helping drive a circular economy.
Here’s why this matters and how your brand can meet both SB 707’s standards without missing out on story-driven merchandise.
Closing the Loop is Now Law in California
California’s Responsible Textile Recovery Act sets a high bar for sustainability in fashion and consumer goods. By mandating textile recycling for retailers, SB 707 not only reduces waste but also encourages brands to take responsibility for the lifecycle of their products. For brands that operate nationwide, meeting these standards is likely to become a consumer expectation in other states too, especially as awareness of textile waste grows.
The legislation specifically applies to large retailers and manufacturers selling textiles and apparel in California with an annual revenue of $15 million or more.
This includes clothing brands, retailers, and textile manufacturers, as well as companies that produce bedding, towels, and other fabric-based products. If your company meets these criteria and operates in California, you must create a recycling plan and ensure consumers have access to easy, accessible methods for textile recovery.
Even if the legislation doesn’t apply to your business, brands that close the loop show they’re committed to reducing environmental impact. This resonates deeply with consumers: according to IBM, almost 6 in 10 shoppers would change their buying habits to reduce their environmental footprint. Opting for recycled or upcycled merchandise provides a tangible way to communicate your brand’s eco-conscious values.
“Closing the Loop” in Recycled Branded Merchandise
Closed-loop branded merchandise has been making an impact recently, making it easy to follow suit.
Coca-Cola’s Recycled T-Shirts:
Coca-Cola has partnered with suppliers to create promotional T-shirts made from recycled plastic bottles (PET). Each shirt represents approximately five recycled bottles, allowing Coca-Cola to tell a compelling story about transforming waste into wearable merchandise.
Unilever’s Recycled Tote Bags:
Unilever’s Love Beauty and Planet brand uses eco-friendly tote bags made from recycled cotton and PET bottles. These bags align with the brand’s values and encourage customers to think about sustainability whenever they reuse their tote.
Adidas’ Ocean Plastic Shoes:
Adidas’ shoes made from ocean plastic illustrate how brands can integrate recycled materials into everyday products. This initiative speaks volumes about Adidas' commitment to environmental protection and inspires other companies to look for innovative recycled merchandise.
If your brand wants to align with California’s Responsible Textile Recovery Act and adopt a more sustainable merchandise strategy, here are some tips to get started:
Choose Materials That Align with Your Brand Values
Selecting the right recycled or upcycled materials is crucial. For example, if your brand is rooted in wellness, opt for yoga mats, water bottles, or apparel made from recycled materials. For outdoor or adventure brands, explore options like rPET jackets or bags made from upcycled nylon.
Prioritize Quality and Durability
Sustainable doesn’t mean subpar. In fact, SB 707 emphasizes longevity as part of textile recovery. Look for merchandise built to last so it won’t end up back in the waste stream. When you provide well-made, durable items, customers are more likely to keep and use them—reducing waste in the long run.
Leverage Storytelling
Sustainable products are best supported by storytelling. Attach a tag or note to your products explaining how they’re made and the positive environmental impact. This kind of transparency resonates with consumers, adding value to the product and highlighting your brand’s commitment to circularity.
Showcase Your Efforts Publicly
Use your website, social media, and in-store displays to educate customers about your sustainable practices, including how your merchandise meets SB 707 standards. Show stats on the energy, water, and waste saved by using recycled materials and include information on how consumers can responsibly recycle items they no longer need.
Close the Loop with your Marketing Materials and Old Merch
Score Promotions is dedicated to supporting your brand’s efforts in recycling and repurposing through a number of initiated programs to collect old signage, banners, and merchandise for upcycling into new materials, aligning with a circular economy approach. Here are some notable examples:
1. Patagonia
Patagonia is known for its environmental efforts, including upcycling initiatives for fabric and other branded merchandise. Through their Worn Wear program, Patagonia accepts used clothing and outdoor gear for repair and resale, diverting these items from landfills. Although not specifically focused on signage, Patagonia often collaborates with organizations to upcycle banners and excess fabric into bags and accessories, which helps keep more materials in the circular economy.
2. Rareform
Rareform specializes in transforming discarded billboards into unique bags and accessories. By collecting vinyl billboard materials, which are typically not recyclable, Rareform creates backpacks, wallets, and tote bags. This approach not only prevents billboard waste from going to landfills but also creates one-of-a-kind products with a unique story tied to their origin.
3. Marine Layer
Marine Layer, the apparel brand known for its ultra-soft tees, has taken a unique approach to upcycling with its Re-Spun program. Through this initiative, Marine Layer invites customers to send in old T-shirts, which the company then upcycles into new fabric. Instead of focusing exclusively on its own brand's merchandise, Marine Layer accepts T-shirts of any brand, diverting them from landfills and repurposing them into sustainable new garments. This program has helped recycle over half a million tees, and each collection tells the story of repurposed textiles, emphasizing circularity in the fashion industry.
4. TerraCycle
TerraCycle collects and upcycle old promotional materials, including fabric and vinyl signage. They partner with brands across multiple industries to recycle hard-to-recycle items. In collaboration with office supply companies, TerraCycle helps repurpose old advertising and promotional displays, transforming them into new products or materials like composite lumber.
Cotopaxi
Through its Del Día collection, Cotopaxi uses repurposed fabric remnants from other companies' production lines to create colorful, unique backpacks and apparel. Each item is made from leftover fabric, meaning no two pieces are the same. Additionally, Cotopaxi’s Gear for Good program encourages customers to donate used gear, which Cotopaxi then recycles, repurposes, or donates to those in need. This commitment to upcycling aligns with Cotopaxi's mission to reduce waste and support a circular economy.
These companies exemplify innovative ways to repurpose old signage and merchandise, transforming waste into new, useful products. Each of these programs represents a tangible step towards closing the loop and reducing environmental impact in the promotional and retail industries.
Closing the Loop, One Product at a Time
SB 707 is more than legislation—it’s a call to action. By adopting its principles and creating merchandise from recycled or upcycled materials, your brand can “close the loop” on waste and set an example in your industry. The choices you make for your brand’s merchandise reflect your commitment to sustainability. And with customers increasingly prioritizing eco-conscious choices, there’s no better time to invest in closing the loop, one recycled hoodie, tote, or cap at a time.
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