At H&M Group, we are committed to becoming a circular business. To make this transition we need to design products that last longer, are easier to recycle and made from safe, sustainably sourced or recycled materials.
Designing for circularity
It’s time for a sense check. For years we’ve treated our clothes like disposable items – throwing them away when we no longer use them. Out of sight. Out of mind. But these garments are made from precious resources that we can’t afford to let go to waste.
We need to start making full use of all the energy and materials that are embedded in our clothes. The best way to do this is to use them for as long as possible then repair, resell and repurpose before eventually recycling them when they are no longer usable.
However, the way we make products today doesn’t take this into account. In recent years, we’ve aimed to use the most sustainable materials to make the most desirable pieces, but we haven’t focused enough on making them last or making them recyclable.
What is the Circulator?
Making more circular products demands more than an extra step in the design process. Over the past few years, a team of internal and external experts have been reshaping our approach to developing products.
The result is the Circulator – a tool that supports designers through a new product development process. First steps involve defining a product’s purpose that will guide decisions on which materials and design strategies to use. The tool balances trade-offs between durability and recyclability, supports more objective decision making and assesses the circular potential of your product.
Collaborate with us
We know that we can’t transition to a circular business model alone. That’s why we’re sharing the Circulator with people who are as passionate about designing for circularity as we are.
Discover our digital tool
We’re developing a digital tool to accompany this guide. It will take you through the process and help you develop more circular products. Find out more and register for updates here.
Circularity x tech
At H&M Group, we want to lead the change and accelerate progress toward a sustainable fashion future. We know that if we want to become a circular business, we need to innovate. Technology, new materials and alternative business models will all have a crucial role to play.