Since 2020, H&M group have been frontrunners in incorporating CIRCULOSE® into their collections. Now they are deepening their commitment by becoming one of the first official Scaling Partners for Circulose. Through the multi-year agreement, H&M is targeting to transition a substantial share of their man-made cellulosic fiber (MMCF) to fiber made with CIRCULOSE®.

Made entirely from discarded textiles, CIRCULOSE® is a next-generation material that helps brands move towards a circular fashion system with reduced reliance on virgin fibers, while maintaining quality and performance.

“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. 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,” says Jonatan Janmark, CEO of Circulose.

“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.

This partnership reflects Circulose’s renewed commercial strategy - focused on close brand collaboration, dedicated implementation support, and a new licensing-based pricing model developed in collaboration with Fashion for Good and Canopy to reduce friction in scaling up next-generation materials.