Maggie Sottero’s Innovative Retailer Recycling Program

Did you know that over 92 million tons of textile waste is expected to hit landfills this year? This staggering statistic is why Maggie Sottero is excited to announce that they have partnered with SuperCircle to launch the bridal industry’s first full-stack textile recycling program for our Authorised Retailers. This initiative will transform how U.S. and Canadian retailers manage dead stock and shopworn gowns, reducing waste and supporting the circular economy.

Maggie Sottero and SuperCircle Team Up for First-of-its-Kind Recycling Program to Keep Shopworn Bridalwear in Circulation—and Out of Landfill.

Maggie Sottero, in a commitment to environmental sustainability and waste reduction, has launched an industry-first program in partnership with first-of-its-kind full-stack textile recycling platform SuperCircle, offering U.S. and Canadian retailers the opportunity to recycle deadstock and shopworn gowns. This initiative, now available, makes textile recycling more accessible and allows bridal retailers to actively participate in the circular economy. By diverting these items from landfills and ensuring they find a second life, Maggie Sottero is reducing waste and minimising the ecological footprint associated with bridal fashion production.

"By providing retailers with the tools to recycle deadstock and shopworn gowns, we're not just reducing waste," says CEO and Creative Director of Maggie Sottero, Kelly Midgley. "This initiative empowers the industry to embrace a circular economy, ensuring every gown has the opportunity for a second life."

Haley Turner from Simply Blush Bridal, a premier partner boutique for Maggie Sottero, expressed their enthusiasm: "Simply Blush Bridal is beyond excited to take part in this program that will not only contribute to our company values of responsible stewardship but will also have a tremendous impact towards reducing garment accumulation in local landfills. It devastates us to have to throw away damaged or heavily worn dresses; however, with this program, we can find joy in the fact that these materials will get re-circulated in a positive and impactful way!"

SuperCircle is the world’s first full-stack textile recycling platform, powering circularity for brands, retailers, and producers. With over 92 million tons of textile waste expected to hit landfill this year—the equivalent of a full trash truck every second—better solutions to address the textile waste crisis are desperately needed.

SuperCircle scans textiles with innovative NIR technology to identify fiber make-up, conducts “pre-cycle” processing (de-tagging, trimming off beading, zippers, and buttons), sorts by component fiber type, and routes to fiber-specific recycling feeds—with nothing donated or sold abroad and nothing to landfill, ever.

“The bridalwear category has historically had few good options to sustainably handle items that end up damaged or stained, such as floor samples. Too often these stunning creations end up in landfills, where they take 80-1000 years to break down, releasing harmful toxins and greenhouse gases, polluting waterways and soil systems, and contributing to warming,” said Chloe Songer, Co-Founder and CEO of SuperCircle.

"Through this partnership, every bridal gown will have the opportunity for a second life and every bridal boutique the opportunity to engage in the circular economy—keeping thousands of bridal gowns out of landfill. We're proud to roll out this exciting next chapter in our partnership, and to support Maggie Sottero’s continued leadership in unravelling the sustainability of the bridalwear industry at large.”

Learn more about the efforts Maggie Sottero Designs is making to become a more regenerative brand: www.maggiesottero.com/our-heart/sustainability