This  exploratory research  identifies  how  can  clothing companies  implement  textile recyclingtechnologies that help transition them to a sustainable circular economy business model, given the challenges of eco-innovation diffusion. The study is exploratory in nature, employs a literature review and a case study of Patagonia, the outdoor equipment and clothing company that pioneered the use of recycled fibers in the outdoor clothing industry and continues to have today several initiatives for diverting textile waste away from landfills.To implement textile recycling technologies, the company created the Worn Wear Program, the Common Threads Recycling Program and the possibility to return a worn-out garment to Patagonia’s distribution center by mail or from any store or local authorized dealer of Patagonia’s products. To make the recycling (or repurposing) of worn-out garments work, the company also established a repair department at its distribution center which receives all worn-out clothes sent for recycling or repurposing.