Rachel Cannegieter always had a love for fashion — but not for the waste and overproduction that came with it. As a child, she was already thinking critically about the industry. By the time she graduated from the Amsterdam Fashion Institute in 2004, she knew something had to change. Her thesis focused on sustainability, long before it was a buzzword.
“I saw the system was broken. But back then, nobody wanted to hear it.”
For more than a decade, Rachel worked on the inside — as a buyer and product manager at big-name fashion companies. The fast-paced world of fashion gave her energy, but the waste, inefficiencies, and short-term mindset pushed her to do things differently. In 2019, she took the leap and founded RethinkRebels — a consultancy that helps fashion businesses design responsible strategies, assess their risks and impact, and communicate their sustainability efforts with authenticity.
But as she worked with clients, she kept seeing the same obstacles: one-off pilots, limited scale, and no long-term change. That’s when Rachel realized a deeper shift was needed. A shift not just in how fashion companies operate — but how they collaborate.
That’s how The Circle Club was born.
A collective of 50 brands and 50 circular suppliers, The Circle Club is Rachel’s next step in redesigning the system. The platform helps businesses scale circular models, share resources, and measure real impact — all while staying profitable and creative.
“You can’t scale impact if you don’t scale yourself.”
It wasn’t always smooth sailing. Convincing clients to invest in long-term sustainability was hard — especially when fast fashion was still booming. Rachel also learned the hard way that not every partnership works if you don’t align on values from the start. But those lessons only made her stronger.
How she got it off the ground
Rachel started with a clear mission, a strong niche, and her existing network. Years of industry experience gave her access to decision-makers — and she wasn’t afraid to ask for introductions or offer pilot projects to prove her value. Her focus on measurable results helped build trust and traction.
She also knew: she couldn’t do it alone. Over time, she brought in freelancers, students, and partners like Modint, Modefabriek, and the Dutch government — creating a network that powered her growth. “It has to be financially healthy. My work is impact-driven, but also business-savvy.”
That mindset helped her build RethinkRebels into a company with an 88% gross margin and 89% solvability — and she’s bringing that same discipline to The Circle Club.
From resistance to ownership
What makes Rachel proud isn’t just the partnerships or the numbers — it’s the mindset shift she sees in her clients.
“Many of them start out overwhelmed. But once we guide them with a roadmap and practical tools, they start owning the change. They become ambassadors of circularity within their own companies.”
What’s next?
In 2025, The Circle Club will officially launch its MVP with paying members, dashboards for tracking circular ROI, and scalable models for resale, repair, and design. By 2026, Rachel plans to expand across Europe — making circular fashion the norm, not the exception.
Her advice to other women founders?
“Don’t wait for perfect. Use your voice, even if it shakes. And surround yourself with people who believe in your vision. You don’t have to do it alone — and you shouldn’t.”
