H&M to be first retailer to use circulose

13 Feb '20

2 min read

Pic: H&M Group

H&M group, a Swedish multinational clothing-retail company, has announced that H&M's upcoming conscious exclusive collection will be the first ever collection to feature the newly patented material circulose - marking the first time chemically recycled fibres are used in garments sold at scale. Circulose is a new fibre, made from discarded textiles.

Pioneered and produced by re:newcell - a company H&M Group has supported since its start. Circulose is unique and revolutionary as it replaces forest raw material, in commercial quantities, without compromising on the quality. The process of recycling cotton and viscose fibres contributes to a circular way of producing fashion, also because the process uses a closed loop system for water and chemicals powered by renewable energy.

"We're very proud of our collaboration with re:newcell, as their work perfectly aligns with our vision to become fully circular. We've been supporting them from the start, and now we're excited to soon launch the very first garment made of Circulose," Erik Karlsson, investment manager for sustainable fashion at H&M group's investment arm CO:LAB, said in a press release.

The garment in the conscious exclusive collection is a dress made of a mix of 50 per cent circulose from recycled jeans and 50 per cent viscose from FSC-certified wood, and will go on sale globally in the spring.

"This is a major milestone for the industry. For the first time, people will be able to walk into a store and buy clothes made from circulose. We are immensely proud to do this in partnership with H&M group, a company with a bold sustainability agenda. Together, we have proven that textile-to-textile recycling at scale works," Patrik Lundström, CEO re:newcell, said in the release.

H&M Group has supported re:newcell since its start as its work perfectly aligns with H&M group's vision to become fully circular. In 2017, H&M group accelerated its partnership by investing in re:newcell, but the purpose of the investment is that the whole fashion industry should benefit from the technology.

Fibre2Fashion News Desk (JL)

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