H&M’s partnership grows stronger with the Swedish textile recycling company Renewcell, as it takes steps to transition into a more sustainable future. 

H&M has announced the partnership would allow tons of virgin quality Circulose fibres, which are made from unusable textile waste like old jeans, T-shirts, and other clothing discarded at an industrial scale will be supplied to the company. The new development will help the brand step closer to achieving circularity. The retail brand hopes to spread positive circularity across the industry by encouraging material innovation.

Renewcell stated that the reason the fashion sector’s adoption of circular fibres was lagging was due to the low availability of these solutions at scale. The collaboration between the two brands will boost Circulose fibre production in the course of the next five years to keep up with the garments produced by H&M. 

Pascal Brun, the head of sustainability at H&M, stated that by continuing their long-term partnership with Renewcell, the agreement has makers an important milestone not only for H&M Group but also for the wider industry in terms of having a circular product available at scale.

Brun added to become completely circular and achieve their 2030 goal, all their materials need to either be recycled or sourced in a more sustainable way. He concluded that materials like Circulose need to become the core part of their material portfolio in the future.

The collaboration between the two companies commenced in 2012. In 2017 investments from arm and CO: LAB was received with the commitment of developing textile recycler’s advancement and expansion. In March 2017, H&M became the first retailer to use Circulose fibres in its debut Conscious Exclusive collection.

Cavalli-Bjцrkman, Circulose head of brand Harald, stated that this collection proved that recycling works. Patrik Lundstrцm, the CEO of Renewcell’s, stated that they were proud to have taken the step in their long relationship with H&M Group, who has put its words into action to change fashion. Patrik added that he belied that this kind of partnership would become a model for how fashion brands integrate innovations to reduce their negative impact on climate and the environment.

In December the company is expected to release its latest Conscious Collection, containing a number of eco-friendly textiles and materials. Some of the materials are going to be showcased for the first time.

The Circular Systems’ Agraloop Biofiber is made from oil-seed hemp waste and Naia Renew, which is a closed-loop cellulosic fibre made from 0% wood pulp and 40% recycled plastic waste. The collection will also feature SpinDye’s SpinDye technology, which is an environmentally friendly dyeing method.