Everything we make is designed to wander, and made to roam
As sustainability becomes a non-negotiable in the outdoor apparel industry, UK-based brand Passenger is leading the charge with a compelling blend of purpose-driven design and innovation. From launching a UK-first collection of boardshorts made using NetPlus—a fabric derived from recycled fishing nets—to embracing circularity through its Re:Roam repair initiative, the brand is staying true to its mission of “inspiring meaningful escapism”. At the heart of this vision is a commitment to responsible sourcing, product longevity, and cutting-edge design technologies. Fibre2Fashion sat down with Paul Anderton, Chief Product Officer of Passenger, to explore how the brand is weaving sustainability, performance, and creativity into every thread—while keeping its community of ‘Roamers’ at the centre of every decision.
How would you define Passenger Clothing’s product philosophy?
Passenger is a responsible outdoor clothing brand with a mission to “inspire meaningful escapism”. Everything we make, from waterproof jackets to breathable fleece and everyday tees, is designed to wander, and made to roam. This is reflected in our product offering, which spans across outdoor active as well as lifestyle to cater to the needs of our customers, who we call ‘Roamers’.
How do you incorporate circular design principles and eco-materials into the product development process?
We put a lot of emphasis on being a responsible business, with our ESG strategy placed at the core of our decision-making.
Currently, over 74 per cent of the materials we use are recycled or organic, namely organic cotton, recycled cotton, recycled polyester, and recycled nylon. We are moving towards zero plastic packaging for all of our shipping, and we removed plastic from the packaging we send to our customers years ago. Our current packaging is made from recyclable and biodegradable materials.
In early 2025, we partnered with circular fashion company Reskinned to give damaged Passenger gear a second life. Our Re:Roam collection celebrates the process of visible mending. Instead of hiding away any imperfections, the team has embraced colour blocks, visible stitch details, and bespoke patches.
The Re:Roam collection includes photo samples, a small run of leftover stock, and returns with minor faults—each one carefully repaired by the experts at Reskinned.
We are continuously monitoring our supply chain, having hired a Head of ESG in 2023.
In an increasingly saturated outdoor apparel market, what product innovations or design elements help Passenger stand apart from competitors?
Our design DNA is something unique to us; it helps us differentiate and stand out. We are also known for our contemporary fits and shapes that are more appealing to a younger Roamer. On top of that, we have lots of fun with colour, pattern, and artist collaborations to keep our range fresh.
Given the brand’s outdoor and travel lifestyle focus, how do you plan and structure seasonal drops to stay relevant while minimising overproduction?
In 2025, we transitioned our drops to combine Spring and Summer, and Autumn and Winter. As a clothing brand, we have made the conscious decision to steer clear of high street trends to offer styles that have much more longevity. We focus on taking colour and pattern inspiration from the natural world around us, as we feel that is what resonates best with our customers.
As the brand scales, how do you balance the need for sustainable material sourcing with cost, availability, and quality control?
It has always a balance between driving our responsibility goals, improving quality and durability, having fun with the product, and ensuring we provide great value for our Roamers. The balance is ensuring we capture all these key elements.
Durability is crucial in outdoor gear—how does your product team approach testing and design to ensure long-lasting performance?
We have invested significantly in improving our Quality Assurance standards and Quality Control over the past two years. Our products need to be fit for purpose for the long term, and we work as a multifunctional team to be able to deliver on this.
Passenger is the first UK brand to use NetPlus in boardshorts—what were the key challenges and breakthroughs in integrating this innovative material into your Summer 2025 collection?
It is always our aim at Passenger to use more responsible, recycled fabric options. When designing our new boardshorts, we wanted to find a fabric that was quick drying, durable, and more sustainable. Bureo has created something pretty special, turning recycled fishing nets into fabric, so we are really pleased to be using NetPlus as the main fabric in our boardshorts and all-purpose shorts instead of virgin polyester.
The main challenge was ensuring we were ahead of the game to meet the production lead times, especially for this first season. Overall, we are really happy with the end product and how it sits within our summer range.
With NetPlus offering performance comparable to virgin plastics, how do you see the future of such recycled materials shaping the standard for durability and sustainability in outdoor apparel?
NetPlus is made with 100 per cent post-consumer recycled nylon, which is a big deal, especially for swimwear where durability, performance, and longevity really matter. What is great is that you do not have to compromise on any of those qualities.
But one thing worth pointing out is that not all recycled materials are the same. A lot of what is marketed as ‘recycled’ is actually made from pre-consumer or post-industrial waste, like leftover factory scraps.
NetPlus is different. These are actual fishing nets that have been used by fishermen globally and are collected after they have reached the end of their life. So, it is truly post-consumer. By turning those discarded nets into something new, Bureo is not only keeping valuable nylon in circulation but also helping reduce the amount of plastic that ends up in the ocean. It is a more circular, responsible solution.
Bureo’s hope is to empower brands with high-quality recycled materials, with the aim to have a ‘net positive’ impact on the environment and communities it partners with.
How do collaborations with material innovators like Bureo influence your design process and sustainability roadmap, particularly when developing products like all-purpose and boardshorts?
Driven by our Roamer, we know, through talking with them, what types of products they are looking for. We then weave these amazing material ideas into our creation process. It has a strong influence on what we bring to our Roamer, as we know they are passionate about the places they escape to and roam in, and passionate about protecting them.
How have shifting consumer expectations around sustainability and functionality influenced product design in the outdoor apparel industry over the past few years?
The use of responsible materials is usually a given amongst many brands in the outdoor apparel industry today, so this is expected at a minimum amongst consumers. There is more attention on materials and chemicals, with everyday consumers becoming more aware of PFAS. Passenger uses only PFC and PFAS-free DWRs in our waterproof and water-resistant gear, and we partner with Nikwax to provide garment care and reproofing solutions that are PFAS-free.
There is a movement towards transparency and traceability in the supply chain, with more consumers becoming interested in where and how their clothes are made. We are working with Fairly Made to map our supply chain and have already begun sharing this information. We look forward to sharing more with our customers later this year when we introduce digital product passports (DPPs).
How do product teams across the industry strike a balance between technical performance and everyday wearability in outdoor lifestyle clothing?
Versatility is key, as we offer customers performance gear that stands up to everyday wear. Historically, performance gear has been pretty uninspiring, a sea of black and navy. Passenger brings an element of fun into outdoor gear, with bright colour blocking and interesting prints that merge the line between performance and lifestyle.
What are some of the most promising material innovations currently being explored or adopted in outdoor apparel, particularly in the context of environmental impact?
There are some amazing ideas out there. We have been to Performance Days and Future Fabrics recently and seen so many different and thought-provoking ideas. The challenge for any brand right now is choosing the right idea from the vast number of groundbreaking technologies—those that are commercialised, that will resonate with our Roamer, and that are affordable, especially at a time when many people have limited disposable income.
What emerging trends in outdoor or lifestyle apparel are you currently watching closely, and how might they influence the next evolution of Passenger’s product line?
There are definitely the beginnings of a movement away from fabrics based on petrochemicals. It is small right now, but we are seeing the signs and need to continue looking for alternatives.
We also know that one of the best things we can do is make products that last and are timeless, so when it comes to environmental impact, we are creating something that our Roamers love and look after, so that they keep on using it for many years to come.
With ongoing global supply chain challenges, how are product leaders in the apparel industry building more resilient and flexible sourcing strategies?
Let us be brutally honest, the industry is guilty of making too much ‘stuff’. The question is how to derisk those product launches, and how do you bring foresight and hindsight into decision-making to make the right choices.
How is technology—from 3D design tools to digital sampling—reshaping the product development process in the apparel industry today?
New technologies are here now—they are no longer some future fantasies. We are using 3D design tools to help in our decision-making and even during our sell-in process to our wholesale partners. We are also exploring the growth of AI and what the future holds—it is a very exciting time.
