30-06-2025
- Business
- Fashion Value Chain
H&M Group Partners with Circulose to Scale Circular Fashion
In a significant stride toward sustainable innovation, H&M Group has joined Circulose as a Scaling Partner in a new multi-year collaboration, reinforcing its leadership in adopting circular materials across the global fashion landscape.
Building on its pioneering use of CIRCULOSE® since 2020, H&M Group now aims to convert a considerable portion of its man-made cellulosic fibers (MMCF) to CIRCULOSE®—a revolutionary material derived entirely from discarded textiles. The partnership supports both parties' long-term goals of reducing dependency on virgin fibers while maintaining high standards of fabric quality and functionality.
CIRCULOSE®, developed from textile waste, enables brands to embed circularity into their supply chains without compromising performance. The material, previously commercialized under Renewcell, is now positioned for accelerated scaling through strategic brand alliances like this.
'H&M Group has been instrumental in driving early adoption of CIRCULOSE®, even during its Renewcell phase. Formalizing this Scaling Partnership gives us the commercial backing we need to scale production and restart our operations. Their involvement is vital to our volume goals,' said Jonatan Janmark, CEO of Circulose.
'We led the way in 2020 by bringing CIRCULOSE® to customers and are proud to take this next step. Next-gen materials are core to our 2030 target of using only recycled or sustainably sourced materials. To move the needle on circular fashion, scalable solutions like CIRCULOSE® must become more accessible,' added Cecilia Strömblad Brännsten, Head of Resource Use & Circularity, H&M Group.
This new phase aligns with Circulose's sharpened commercial strategy, centered on deeper brand integration, hands-on implementation support, and a licensing-based pricing model co-developed with Fashion for Good and Canopy—aimed at reducing adoption barriers and driving next-gen material use at industrial scale.
