“CIRCO” by Jean Dubost – The Manifesto of a New Era

In each of its initiatives, Jean Dubost seeks balance: between innovation and tradition, between aesthetics and functionality, between fair price and lasting quality.

“Circo,” the major 2025 innovation from the house, perfectly embodies this quest. These next-generation kitchen and table knives, guaranteed for 25 years, are designed to be dismantled, repaired, recycled, and manufactured in the heart of Auvergne. They embody, without compromise, what tomorrow’s luxury could be: an object made to last, accessible to all, and created with respect for people and the planet.

Deeply committed to one of the most rigorous CSR policies in the sector, Jean Dubost is no stranger to bold innovations. The first cutlery manufacturer to offer oak and beech handles certified by PEFC—an initiative celebrating its 15th anniversary this year—the company has long explored alternatives to traditional plastics. This includes integrating biomaterials and collaborating with innovative start-ups such as Le Pavé, which develops processes in France for reusing plastic waste. At every step, the aim is clear: to demonstrate that change is possible. And “Circo” stands as a new cornerstone of this commitment.

“Circo”: Rethinking the Knife

Concretely, Circo is a range of kitchen and table knives (tomato knife, paring knife, steak knives, etc.), designed with a unique architecture—no welding, no overmolding. Assembly is simplified through an innovative, eco-designed, patented screw system that allows intuitive disassembly, extending product life with repair kits available online, while also making end-of-life recycling easier.

The handle is crafted from post-consumer plastic waste, collected and recycled in France. The blade, in turn, is made of 85% recycled stainless steel. All knives are packaged in eco-friendly, FSC-certified boxes made from recycled cardboard enriched with grass fibers—a natural, renewable resource with a lower environmental impact, requiring less water and energy, and even more sustainable than kraft.

“Circo embodies our ambition: to make circularity concrete and accessible. A small gesture for the consumer, a giant step for the planet,” says the Jean Dubost team, faithful to its long-term CSR approach. Naturally, “Circo” knives also feature the new “eco-secure” protection system, a Jean Dubost exclusivity that enhances safety at the point of sale.

Building the Future Together with Consumers

To make this approach both accessible and engaging, the brand has developed an online tutorial, available via QR code printed on the packaging. “Our concept only makes sense if consumers truly embrace it. For this reason, we’ve done everything possible to ensure that repair and recycling gestures are intuitive and well-supported,” explains Séverine Dubost, Head of Certifications at Jean Dubost.

The objective of “Circo” is, in fact, to allow a damaged knife to be repaired without having to replace it entirely: simply order the faulty part, whether it’s the handle or the blade. A simple act, but one with significant impact. For materials to be recycled, they must be separated—a step that very few recycling channels currently handle. As a result, many everyday items, though technically recyclable, end up incinerated. With its simplified disassembly system, Jean Dubost guarantees that its knives can truly return to raw material, even at the end of their long lifespan after years of loyal service. A utopia made reality.

Reconciling Design, Accessibility, and Durability

This project is particularly close to the company’s heart, as Benoît Bérôt, its Sales and Marketing Director, explains: “We had to start from scratch several times. We didn’t want to compromise on the retail price. Our challenge was to reconcile design, industrial efficiency, and accessibility.” An ambitious goal, but one fully achieved thanks to the expertise of the Viscomat workshops.

With “Circo,” Jean Dubost is also introducing a new design language. The knives’ shape has been rethought to ensure optimal grip comfort, giving the concept a strong and distinctive visual signature.

Source: Home Fashion News Magazine – September 2025 (HFN58)