Big Interview
process is sustainable, spanning raw materials, production, transportation, and the end-of-life cycle.”
The brand’s unique position as a direct manufacturer – rather than just a brand – gives it a distinct advantage in implementing such innovations. By owning its production facility in Morocco, Fruit of the Loom can maintain a tight grip on the manufacturing process while ensuring short delivery times to the European market.
Christian continued: “We are not really just looking on or focusing on certain raw materials, we are really interested in having our entire production process sustainable”.
Integrating innovation The integration of CiCLO fibre began in the third quarter of 2025 with finished products – Fruit of the Loom’s sweatshirt and fleece lines – becoming available in January. The company identified a market need for a premium product that offered more than just a ‘nice hand feel and a good price’. By bringing the production of the Iconic Premium sweatshirt in-house to remain price-competitive, it saw an opportunity to add a meaningful sustainability story. Currently, the technology is featured in 10 products: • Six styles within the Iconic Premium sweatshirt line.
• Four styles within the Iconic 250 sweatshirt line.
While FOTL’s T shirts are 100% cotton and do not require the additive, the company has clear plans for expansion with Christian hinting at future integrations for poly-cotton polo shirts and other garments where polyester is essential for durability.
Zero compromise for decorators A critical concern for the B2B sector is whether sustainable innovations affect the printability or durability of a garment.
Cheryl quickly put any concerns to rest, however, saying: “There is absolutely no compromise in the CiCLO technology and its impact to the material performance.
“Because the additive is embedded at the molecular level of the fibre rather than applied as a surface coating, it does not wash off and has no impact on the dyeing or decoration process.
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Producer Responsibility (EPR) and digital product passports, the need for transparency and scientific backing has never been higher. The conversation in the industry is shifting from simple recycling to a whole life cycle responsibility.
CiCLO technology fibre as a base product
Fruit of the Loom’s proactive approach is designed to keep them ahead. By partnering with Intrinsic Advanced Materials, FOTL ensures that every claim is substantiated by independent laboratory studies and rigorous testing. This level of traceability is vital for B2B customers who must report on their own sustainability goals.
Christian said: “It’s not just marketing and communication; it’s really a scientific solution that is working”.
Fruit of the Loom’s Iconic sweatshirt line using CiCLO technology
Crucially for screen printers and DTG specialists, the surface of FOTL’s sweatshirts remains 100% cotton. This ensures that the garments provide the premium print surface the industry expects, while the “hidden” polyester core provides the necessary structure and durability – now with the added benefit of being biodegradable at the end of its life.
Cheryl also quashed concerns about unwanted degradation when stored in normal spaces.
She continued: “One common misconception about biodegradable textiles is that they might begin to break down prematurely.
“It will not biodegrade while it’s being manufactured or in the closet or even in your kids’ stinky soccer bag. “The biodegradation process requires the specific conditions found in seawater, anaerobic landfills, soil, or wastewater, where naturally occurring micro-organisms exist. Until the garment reaches those specific environments, it remains as durable and long-lasting as any conventional polyester fibre.”
Leading the market and avoiding greenwashing
As the European Union moves toward stricter regulations, including Extended
The competitive advantage Being a first mover in the European B2B market allows Fruit of the Loom to differentiate itself in a crowded field. While other brands may eventually follow suit, FOTL has already established the supply chain, the trust, and the technical expertise required to scale this technology.
Christian concluded: “At the moment, we are the only ones in our industry using it.
“We are proud and happy that we are the first one. That also underlines our ambition that we are always striving for innovation”.
A new standard for printwear The partnership between Fruit of the Loom and IAM, with the adoption of CiCLO polyester represents more than just a new product line; it is a blueprint for how the printwear industry can address the microplastic crisis without sacrificing quality or affordability. As decorators and wholesalers look for ways to meet the growing demand for truly sustainable apparel, this ‘scaled, proven, and third-party tested technology offers a clear path forward. With the range set to expand into more product categories and a continued focus on optimising production processes, such as water recycling at its Morocco plant, Fruit of the Loom is setting a high bar for what it means to be a responsible manufacturer in the 21st century. For the B2B market, the message is clear: The future of printwear is not just
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