H&M Group has signed a multi-year agreement to source significant volumes of the innovative material CIRCULOSE® for its collections, replacing a substantial share of the virgin viscose used across the group.
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H&M Group signs strategic sourcing partnership with Circulose
One of the biggest barriers for the fashion industry when shifting towards a circular model, is the lack of alternatives and technologies at scale to replace virgin and conventional fibres. Agreements like this represent a shift in making this a reality and help fashion brands like us increase the use of textile-to-textile recycled fibres.
H&M Group has been a driving force in advancing sustainable and circular solutions in fashion, and a long-time supporter and early adopter of CIRCULOSE® – dating back to the Renewcell days. We’re proud and grateful to now formalize this new partnership to accelerate CIRCULOSE® adoption at scale. Their commitment plays a critical role in helping us reaching the volumes needed to restart our factory.
Jonatan Janmark, CEO of Circulose
We were pioneers back in 2020 when we first brought fashion made from CIRCULOSE® to our customers. Today, we’re excited to deepen this partnership. Investing in next-generation materials is essential to achieving our goal: ensuring that 100% of our materials are recycled or sustainably sourced by 2030. Scaling access to these solutions is key to accelerating the shift towards a circular economy for fashion.
Cecilia Strömblad Brännsten, H&M Group’s Head of Resource Use & Circularity
About Circulose
CIRCULOSE® is a ‘dissolving pulp’ that can be transformed into man-made cellulosic fibres like viscose and lyocell. These fibres are then spun into yarns, woven or knitted into fabrics, and crafted into high-quality garments. CIRCULOSE® is made from 100% textile waste instead of virgin resources.
