Big Interview Closing the loop:
How Fruit of the Loom and CiCLO technology are redefining sustainable printwear Within the textile and printwear world, there is a growing focus on sustainable practices with emphasis
on every minute detail. There are so many solutions to this broad problem, but two companies may have cracked the code. Acting editor, Benjamin Austin, spoke with senior marketing manager at Fruit of the Loom, Christian Lanvermann, and Intrinsic Advanced Materials’ vice president responsible for sales, operations and R&D, Cheryl Smyre, to find out more about the solution.
The synthetic dilemma The scale of textile pollution is staggering. In an interview with both companies, Cheryl Smyre, vice president of IAM, pointed out that synthetic textiles account for 35% of all microplastic pollution in the oceans – the annual equivalent of 50 billion plastic bottles. While polyester is indispensable in the printwear world for its durability, moisture-wicking properties, and comfort, its environmental persistence is a major drawback, often taking centuries to break down.
Cheryl explained: “CiCLO technology is a biodegradable additive which is embedded at the fibre manufacturing stage of producing polyester.
Christian Lanvermann I
n the fast-evolving landscape of the European printwear industry, sustainability has transitioned from a ‘nice-to-have’ marketing attribute to a fundamental business requirement.
For wholesalers, decorators, and garment manufacturers, the challenge is no longer just about offering organic cotton; it is about addressing the “macro level” problem of synthetic fibres and microplastic pollution.
Cheryl Smyre | 36 | June 2026
Fruit of the Loom (FOTL) has recently taken a significant leap forward by becoming a first mover in the European B2B market to integrate CiCLO technology fibre into its core ranges. Created by Intrinsic Advanced Materials, this partnership aims to tackle one of the most persistent issues in textiles: The environmental impact of polyester.
“Essentially, it enables the accelerated biodegradation of polyester. “By making the synthetic polymer ‘bioaccessible,’ the technology creates pathways that attract naturally occurring micro-organisms in environments like seawater, soil, and wastewater at the end of life.
“Third-party testing shows CiCLO polyester fibres can biodegrade in less than four years under specific conditions, leaving only natural elements behind (biomass, CO2, and water), compared to conventional polyester that can persist for centuries.”
A manufacturer’s perspective on responsibility
For Fruit of the Loom, the decision to adopt CiCLO technology was born from a holistic view of sustainability.
Christian Lanvermann, senior marketing manager at Fruit of the Loom, said: “True sustainability begins when an entire
www.printwearandpromotion.co.uk
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