Reju Is Pioneering Polyester With Goodwill And Its Regenerative Hub

In an era where sustainability has moved from aspiration to necessity, Reju sets the stage for a transformative shift in the textile industry. This innovative textile regeneration company has officially opened its first operational facility, Regeneration Hub Zero, in Frankfurt, Germany. This milestone represents a pivotal step in Reju’s mission to reimagine the global textile fiber system as a circular and sustainable model.

Reju’s business model integrates sustainability with financial viability and a 50% lower carbon footprint than virgin polyester. Patrik Frisk, Reju’s CEO, outlined the intricate partnership between Reju, Waste Management, and Goodwill, emphasizing the need for all parties to benefit. “Waste Management’s - a public-listed company... They have to make money! Goodwill is a nonprofit but is in the business of putting people to work. And we, of course, need to be profitable to build factories. How do you make sure everybody wins in that equation?”

Integrating recycled polyester comes at a minimal cost relative to its transformative potential. As Frisk emphasized, “Polyester is only a few percent of the cost of the value chain,” Frisk noted. “Even if you increase the price of Reju’s polyester, it’s not significant. But what you’ve now done is created an entirely new industry.” Despite producing 124 million tonnes of textiles globally in 2023, less than 1% of the fiber market consisted of recycled textiles highlighting the urgent need for scalable solutions like Reju’s.

With Regeneration Hub Zero slated to begin deliveries in 2025, Reju collaborates with upstream partners to recover, collect, and sort textiles, laying the groundwork for a new circular textile system. “Some people argue we can just build more landfills, but that’s not sustainable,” said Frisk. “You can’t fit 75 million cars’ worth of waste into the ground, nor can you sustain the oil needed to produce these materials, over, and over again.”

By addressing the global textile waste problem at its root, Reju is redefining sustainability in the textile industry. “Yes, we’re in the business of recycling textiles,” Frisk states. “But ultimately, this is a problem of waste and overconsumption. What we’re doing is providing a solution for what already exists while creating a model for sustainable consumption in the future.”

Frisk explains it in detail, "What’s really needed here is an entirely new system, not just a single solution. Without that kind of approach, it would be impossible to scale—not just for us, but for the entire industry. We believe the issue in textiles is fundamentally about waste. The accumulation of waste is increasing at such a rapid pace and in such massive amounts that it’s becoming uncontrollable. At some point, something has to give. To address this, you need a system that can manage it within a framework of circularity."

"This is why we announced our collaboration with Waste Management and Goodwill,” Frisk continues. “It’s a great example of the kind of innovative partnerships we believe are necessary—unexpected collaborations that rethink traditional boundaries. For instance, Waste Management, one of the largest for-profit waste companies, works alongside Goodwill, a renowned nonprofit, and Regio, a tech-driven company. That’s the kind of synergy required to tackle these challenges."

“Reju’s ambition is to industrialize the regeneration of textile-to-textile polyester,” Frisk notes. “The world produces 92 million tons of textile waste each year, yet, less than 1% is recycled. It’s a system that extracts finite resources, creating textile waste with no responsibility for end-of-life. Reju is going to change that.”

Reju, incorporated just a year ago in Paris, leverages proprietary technology developed by IBM Research to tackle one of the most urgent problems in textile waste—polyester. By recovering, regenerating, and recirculating polyester textile waste, Reju is creating Reju Polyester, a material with a 50% lower carbon footprint than virgin polyester and the potential for infinite regeneration. This commitment ensures textile-to-textile traceability and keeps waste out of landfills and incinerators.

At the core of Reju’s innovation is its ability to separate mixed materials like polyester and cotton, a critical challenge in textile recycling. “The biggest problem with waste is mixed materials,” Frisk explained. “Our technology can separate these materials, break them down, and rebuild them into high-quality textiles.”

Frisk emphasized the role of partnerships in scaling this technology, highlighting collaborations with Waste Management and Goodwill. “By combining the expertise of a global waste company and a non-profit leader in repurposing goods, we’re creating a system that unlocks circularity,” he details.

"This systematic approach is essential. Without it, the problem won’t be unlocked. It won’t be possible to achieve the scale or impact needed. We need to find new ways of working together to make real progress."

Reju benefits from the extensive expertise of its parent company, Technip Energies, a global leader in engineering and technology solutions. With over 65 years of experience and operations in 34 countries, Technip Energies provides the foundation for Reju’s rapid expansion.

“Technip Energies brings unrivaled expertise in waste management, chemical engineering, and construction,” said Alain Poincheval, COO of Reju. “We’re accelerating climate solutions by combining engineering capabilities with cutting-edge technology to create a less carbon-reliant economy.”

Reju’s circular approach aligns with broader shifts in the fashion industry. As Frisk noted, “Waste, especially mixed-material textiles, is a monumental issue.” Adding that globally, “87% of textiles end up in landfills or are incinerated. That’s not sustainable.”

Reju’s focus on polyester, as it is a ubiquitous material in fashion and beyond, illustrates its potential for impact for such a young company. “[Almost] every mattress cover in the world is made out of polyester,” Frisk remarked. “Ecore interiors, carpets—it’s unbelievable. This is where we can make a difference.”

Luxury brands are also adapting to more sustainable practices. Frisk cited examples like Prada’s Re-Nylon 2020 program, emphasizing the importance of collective action. “Everything striving to improve the current situation is good,” he notes.

Reju is redefining sustainability in the fashion and textile industries through its circular approach to recycling polyester and PET waste, addressing the monumental challenge of global textile waste. With 87% of textiles ending up in landfills or incinerated, Reju’s innovative solutions align with the broader industry shift toward sustainable practices.

By focusing on polyester, a material used in everything from fashion to interiors, Reju exemplifies the power of collective action in driving meaningful change. As Frisk mentioned, "We need more technology and collaboration to build a better, more sustainable industry."