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H&M becomes first retailer to use Circulose


Pioneered and produced by re:newcell, a company H&M Group has supported since its start, Circulose is a new fiber made from discarded textiles.

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It 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 fibers 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 are very proud of our collaboration with re:newcell, as their work perfectly aligns with our vision to become fully circular. We have been supporting them from the start, and now we are 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.

The garment in the Conscious Exclusive collection is a dress made of a mix of 50% Circulose from recycled jeans and 50% 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.


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.

(Source: H&M Group)