Reimagining Circularity: Reflections from the World Sustainability Congress 2025
Last month, I had the privilege of attending the World Sustainability Congress in Amsterdam—a global gathering of business leaders, innovators, and sustainability pioneers all focused on one shared mission: building a future where commerce and responsibility can truly coexist.
Over two days of incredible conversations, panels, and keynotes I walked away with a head full of ideas—and a heart full of optimism. It’s not often you get to sit in a room with people from industries you’ve admired for decades and realize that we’re all grappling with the same big questions: How do we make what we create matter more? How do we make it last longer? How do we make it circular?
A Spark from the World of Fashion
One of the most inspiring moments came from Stuart Trevor, the founder of AllSaints and now the visionary behind his new, fully circular brand. Listening to him talk about upcycling and circular design—how fashion can reclaim waste and reimagine it into something new—was electric.
It hit me: we talk a lot in hospitality about sustainability, but circularity remains one of our biggest unsolved challenges. Every year, hotels around the world turn over millions of sheets, towels, and textiles. These are high-quality materials, yet at the end of their life cycle, there’s no scalable solution for reuse. Most end up discarded, even though their story isn’t finished.
What if it didn’t have to end there?
What if fashion itself could be an end-of-life solution?
Could we take retired hotel sheets—luxurious, durable, sustainably sourced wovens—and upcycle them into apparel? Could the life of a textile extend from hotel room to wardrobe, from guest experience to personal expression?
It’s a radical idea, but one that feels right at home in this moment. Sustainability is no longer about doing less harm; it’s about imagining new beginnings.
Bringing It Back to BOKSER
At BOKSER, sustainability isn’t a side project—it’s the core of who we are. Our mission has always been to make sustainable textiles accessible and affordable for the hospitality industry. But after Amsterdam, I’m more convinced than ever that we can go further.
Circularity, innovation, and collaboration across industries—these are the keys to the next chapter. We’re already exploring ways to extend product life, reuse materials, and reduce waste across our supply chain. But the future will depend on partnerships: with hotels, with designers, and perhaps even with fashion brands that share our belief that every fabric deserves a second life.
Looking Ahead
The World Sustainability Congress reminded me that sustainability isn’t a single solution or certification—it’s a mindset. It’s curiosity, humility, and the willingness to ask what if?
Standing beneath the green walls of the conference hall in Amsterdam (see photos), surrounded by innovators from around the world, I felt that energy. The collective drive to do better. And I left inspired to bring that energy home—to our customers, our team, and our planet.
The path ahead will take creativity, collaboration, and courage. But if there’s one thing I learned in Amsterdam, it’s that the solutions we need often live in the space between industries—where open minds meet shared purpose.
Here’s to the future of circular hospitality textiles.
Here’s to reimagining what’s possible.
— Ed Guzek
Founder & CEO, BOKSER Home
(Photos and video from the World Sustainability Congress, Amsterdam 2025)
