H&M Group partners with Circulose to scale circular fashion materials
H&M Group has officially joined forces with Circulose as a Scaling Partner, marking a major milestone in the global push for circular fashion solutions. The multi-year partnership aims to significantly transition H&M Group’s use of man-made cellulosic fibers (MMCF) to fiber made with CIRCULOSE®, a cutting-edge material derived entirely from recycled textiles. This collaboration solidifies H&M Group’s role as a trailblazer in sustainable fashion and supports Circulose’s mission to accelerate the adoption of circular materials at industrial scale.
This innovative fiber is produced by Renewcell, now operating under the Circulose brand, and is recognized as one of the leading technologies enabling circularity in the textile industry.
Deepening a Long-Term Sustainability Commitment
H&M Group first introduced fashion made with CIRCULOSE® in 2020, positioning itself at the forefront of sustainable innovation. Now, as a Scaling Partner, the fashion giant is deepening its commitment to circular materials and expanding its use of CIRCULOSE® across a broader portion of its product lines.
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.”
Cecilia Strömblad Brännsten, H&M Group’s Head of Resource Use & Circularity.
A Strategic Step for Circular Fashion at Scale
The new agreement aligns with Circulose’s renewed commercial strategy, emphasizing brand collaboration, strategic implementation support, and a licensing-based pricing model created in partnership with Fashion for Good and Canopy. This model is designed to reduce cost-related barriers and help fashion brands adopt sustainable materials faster and more efficiently.
H&M Group has been a driving force in advancing circular solutions and an early adopter of CIRCULOSE® since the Renewcell days. We’re proud to now formalize this partnership to accelerate CIRCULOSE® adoption at scale. Their commitment plays a critical role in helping us reach the volumes needed to restart our factory.
Jonatan Janmark, CEO of Circulose
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