CLOTH'EL was created from a simple belief:
The most sustainable material is often the one that already exists.
Through thoughtful design, we transform premium hotel textiles into timeless collections that preserve craftsmanship, extend the life of exceptional materials and celebrate circular design.
The idea behind CLOTH’EL didn’t begin with fashion. It began with a question. How can we create something genuinely valuable while reducing unnecessary waste? While exploring circular design and material reuse, one fact became impossible to ignore: Luxury hotels replace exceptional textiles long before their quality has disappeared. These materials have already fulfilled one purpose beautifully. We simply help them begin another.
The name CLOTH’EL combines two words: Cloth and Hotel. It reflects the idea that inspired the brand from the very beginning: Transforming premium hotel textiles into contemporary design collections. What started as an exploration of clothing has gradually evolved into something much broader. Today, CLOTH’EL creates collections for hotels, museums, brands and individuals who appreciate thoughtful design and exceptional materials.
Every collection begins with the material. Its texture. Its history. Its character. Instead of designing around trends, we design around what already exists. Because every textile is different, every collection is naturally limited. Each piece is created through close collaboration between independent designers and skilled artisans, who work with exceptional materials to bring every collection to life.
Sustainability means something different to everyone. For me, it began with a simple question. What happens to exceptional hotel textiles when their first life comes to an end?
Every hotel invests in materials chosen for their comfort, quality and durability. Yet when they leave service, most are forgotten long before their value is gone. I couldn't stop wondering: What if these textiles could begin a meaningful second life? What if luxury wasn't about producing more, but about recognising the value that already exists? That question became CLOTH'EL.
Today, we transform retired premium hotel textiles into timeless collections that preserve craftsmanship, reduce waste and celebrate thoughtful design. Every collection is proof that exceptional materials deserve more than a single life.
I believe meaningful change begins with small decisions made consistently. Creating CLOTH'EL is mine. I hope our collections inspire yours.
Every CLOTH'EL collection is the result of a creative dialogue between material, designer and craftsmanship. We proudly collaborate with independent fashion, textile and product designers who bring new perspectives while respecting the character of every rescued textile.
LOOKING AHEAD
PARTNERSHIPS
Working with hotels and brands
CIRCULAR IMPACT
Extending the life of premium textiles
CRAFT + DESIGN
Creating meaningful branded collections
A BETTER FUTURE
Creating meaningful change for our planet
