Striving for Circular: H&M Signs Strategic Sourcing Deal
One of the biggest barriers to circular models in the fashion industry is the lack of technologies and alternatives at scale that can replace conventional and virgin fibres.
But the recent strategic sourcing partnership between H&M Group and Circulose represents a shift in making this a reality, by increasing the prevalence of textile-to-textile recycled fibres.
“We believe in the power of great fashion and design, affordability and sustainability,” says Tina Felixon, Chief Product Officer at H&M. “Our goal is to inspire people around the world to express their personal style through our collections.
"Great design and craftsmanship, quick decision making, a flexible supply chain and a very tight teamwork all the way out to our suppliers are key to deliver on our business idea and purpose.”
A partnership years in the making
Since 2020, H&M Group has been a frontrunner in incorporating CIRCULOSE, a recycled textile product, into its collections.
Now it is deepening its commitment by becoming one of the first official Scaling Partners for Circulose, the company behind CIRCULOSE.
Through the multi-year agreement, H&M is targeting to transition a substantial share of their man-made cellulosic fibre (MMCF) to fibre made with CIRCULOSE.
“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," says Jonatan Janmark, CEO of Circulose.
“We’re proud and grateful to now formalise 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.”
“We were pioneers back in 2020 when we first brought fashion made from CIRCULOSE to our customers," adds Cecilia Strömblad Brännsten, Head of Resource Use & Circularity at H&M Group. "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.”
What is CIRCULOSE?
Circulose is a Swedish sustain-tech company that developed a patented process, which enables the recycling of cellulosic textile waste, transforming it into a new material called CIRCULOSE.
CIRCULOSE is made from 100% textile waste instead of virgin resources.
It 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 was also included on TIME Magazine’s list of the 100 Best Inventions 2020. Founded by innovators from Stockholm’s KTH Royal Institute of Technology in 2012, the award-winning company’s vision is to make fashion circular.
Fast Company named Circulose (formerly Renewcell) one of the World’s Most Innovative Companies in 2021, and it was a winner of the 2023 World Changing Ideas Awards.
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