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New Website Helps Major Designers, Brands and Suppliers Leverage Collaboration to Create Materials that meet the Highest Standards for Sustainability and Social Responsibility

OAKLAND, CA – The Cradle to Cradle Products Innovation Institute’s Fashion Positive Initiative has unveiled a set of online resources designed to rapidly increase environmental and social outcomes in the fashion industry. Now available at the newly launched, the resources will help designers, brands and suppliers learn how to certify materials, find guidance and funding for achieving Cradle to Cradle certification, and work together to develop new circular materials that are safe for people and the environment.

The new site and its resources have been created to make it easier for a broader number of designers, brands and suppliers to engage in and create circular materials based upon Cradle to Cradle principles. According to Annie Gullingsrud, Director of the Textiles and Apparel Sector for the Cradle to Cradle Products Innovation Institute, Fashion Positive’s work to create the building blocks of circular fashion has been led primarily by a dedicated community of leading brands, including H&M, Stella McCartney, Kering, Loomstate, Zero + Maria Cornejo, Eileen Fisher, and Marks & Spencer. “For more than a year, brands that have traditionally been competitors have worked together to drive positive change in the fashion industry by re-addressing the way we source, design and make apparel with the tenets of Cradle to Cradle and the circular economy in mind,” said Gullingsrud. “The energy, passion and progress this group has demonstrated so far made it clear that it is time to engage all brands, designers, manufacturers and retailers in this powerful and inspiring community. Thanks to funding and support from Walmart Foundation, we’re making that vision a reality through the tools and resources available on our new website.”

“Working together, we can ultimately change the game for the whole industry by creating a set of ‘building block’ materials that anyone can use to make all fashion safe, circular, fair and affordable. That’s what circular fashion is really about, and it’s the future of our industry,” Gullingsrud said.

The new website allows anyone to get started right away by demystifying the process of getting products certified, sharing compelling stories about how others have done it, offering rewards to successful innovators, and opening the door to anyone ready to collaborate on the future of fashion.

“The companies we work with have established some ambitious sustainability goals, and our ability to help them achieve their target depends upon collaborative relationships throughout our industry with other organizations that share our commitment,” said Lewis Perkins, President of the Cradle to Cradle Products Innovation Institute. “In order to affect true change as an industry, we need to expand the creation of circular materials to include everyone within the supply chain. Fashion Positive’s new tools will help fuel that progress by making this conversation possible, and, ultimately, facilitating action.”

Fashion Positive is an initiative of the Cradle to Cradle Products Innovation Institute, an organization that advocates for and verifies materials for the circular economy. C2C certification indicates that materials have met the highest standards for positive outcomes in health, equity, and the environment. The Institute works across sectors, from building materials and interior design finishes to packaging, personal care, household products, textiles and apparel.

About Fashion Positive

Fashion Positive transforms fashion one material at a time. Together with a community of pioneering brands, designers, and suppliers, we identify, optimize and certify the building blocks of the industry— yarns, dyes, fabrics, zippers, trims, finishing, and more—creating a growing collective of "positive" materials with which to design from the beginning. For more information visit

About the Cradle to Cradle Products Innovation Institute

The Cradle to Cradle Products Innovation Institute is a non-profit organization whose mission is to turn the making of things into a positive force for people, the economy, and the planet. It administers the Cradle to Cradle CertifiedTM Product Program, a guidance system for assessing and continually improving products based upon five attributes: material health, material reuse, renewable energy, water stewardship and social fairness. The Institute is headquartered in Oakland and Amsterdam, NL. For more information, visit or follow @C2CCertified on Twitter and Instagram.