Sweden’s 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 signed a multi-year deal to source large volumes of Circulose, a recycled material, to replace a significant portion of its virgin viscose use.
The agreement strengthens H&M’s push towards circular fashion and supports the scale-up of textile-to-textile recycling.
Both H&M and Circulose highlight the partnership as a vital step toward broader industry adoption of sustainable materials.

“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.

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Fibre2Fashion News Desk (KD)