MADRID – Spanish company Recover has launched a global campaign to promote existing commercial textile recycling solutions. The business argues that industry attention should extend beyond future recycling technologies.
Recover notes that its recycled fibres were used in more than 200 million garments in 2025.
The Spanish recycler said its “REAL. Today, Not Someday” campaign aims to shift some of the sustainability debate towards solutions already operating at scale, alongside investment in emerging technologies. The campaign will run across industry events, trade media and digital channels during the fourth quarter.
Recover said its recycled cotton is used in global supply chains and supported by certification, traceability systems and environmental data.
Recover’s campaign comes as textile-to-textile recycling continues to face questions over feedstock and the economics of scaling production.
“Our industry spends a lot of time talking about what sustainability could look like in five or ten years,”
said Boris Mercier, CMO at Recover. “That conversation is important. But so is recognising the solutions
that are already available today. REAL is our call to shift some of the attention from future possibilities to
present realities. Recover recycled cotton is already proven, already scaled and already being used in
hundreds of millions of garments. If we want faster progress, we need both future innovation and real
world execution.”
Recover says its recycled cotton is made from verified textile waste and that its traceability combines Global Recycled Standard certification with physical and digital tracers.
The company is promoting the campaign through its presence at industry conferences in Vancouver, Munich and Amsterdam, followed by advertising and social media activity.
