Scalable Circularity Partnerships

H&M Group, a company already familiar with using CIRCULOSE® in its collections, has strengthened its commitment to sustainable production by becoming one of the first official Scaling Partners for the fiber. Under this multi-year agreement, the company aims to shift a significant portion of its man-made cellulosic fibers (MMCF) to CIRCULOSE®, a next-generation material made entirely from discarded textiles. This innovation supports a circular fashion system by reducing dependence on virgin fibers while preserving the quality and performance H&M customers expect.

“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,” says Cecilia Strömblad Brännsten, H&M Group’s Head of Resource Use & Circularity.

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