Dive Brief:
- H&M Group has signed a deal with recycled textile manufacturer Circulose, according to a Friday press release.
- Through the multi-year partnership, the Sweden-based fast fashion retailer said it will source “significant volumes” of Circulose’s fiber for its collections. The material, which Circulose makes from recycled cotton waste, will replace “a substantial share of the virgin viscose used across the group,” per the release.
- The announcement follows similar news from fast fashion retailer Mango, which said earlier in June that it also planned to incorporate Circulose’s fibers into its supply chain.
Dive Insight:
The decision to incorporate more of Circulose’s recycled fiber materials into its supply chain is a continuation of a partnership that began in 2020, said Cecilia Strömblad Brännsten, head of resource use and circularity at H&M Group.
“Investing in next-generation materials is essential to achieving our goal: ensuring that 100% of our materials are recycled or sustainably sourced by 2030,” Strömblad Brännsten said in the release. “Scaling access to these solutions is key to accelerating the shift towards a circular economy for fashion.”
H&M Group recently received relatively high marks for its sustainability efforts from nonprofit environmental group Stand.earth, which awarded the retailer an overall score of “B+” for its progress toward decarbonizing its supply chain.
In addition, the 2025 Corporate Climate Responsibility Monitor reported last month that H&M Group’s greenhouse gas emission reduction goals for 2030 are aligned with the Paris Agreement.
Circulose, formerly known as Renewcell, appointed former H&M Group CEO Helena Helmersson as chairman of its board in November 2024, at the same time the company named former McKinsey & Company partner Jonatan Janmark as its CEO. The executive changes were part of a larger rebrand strategy following the company’s acquisition last year by Sweden-based investment firm Altor, which bought then-Renewcell out of bankruptcy in June 2024.
“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,” said Janmark in last week’s release. “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.”
Circulose’s pulp material is made entirely from textile waste rather than virgin resources, per the release. The resulting product can be transformed into man-made cellulosic fibers such as viscose and lyocell, and those fibers can be spun into yarns, or woven or knitted into fabrics.
Last month, Circulose announced the launch of Circulose Forward, a digital platform created in partnership with nonprofit group Canopy, that is designed to help brands integrate Circulose into their supply chains.
