Circulose And H&M Group Form Multi-Year Partnership To Scale Circular Fashion

Circulose has announced a multi-year partnership with H&M Group, deepening a long-standing collaboration to accelerate the adoption of circular materials in fashion. H&M, one of the earliest adopters of CIRCULOSE since 2020, will now serve as an official Scaling Partner—committing to transition a significant share of its man-made cellulosic fibre (MMCF) usage to fibre made with CIRCULOSE.

CIRCULOSE is a next-gen material made entirely from discarded textiles, offering a sustainable alternative to virgin fibres without compromising quality or performance. The partnership aligns with H&M Group’s goal to use 100% recycled or sustainably sourced materials by 2030.

Jonatan Janmark, CEO of Circulose, said, “H&M has been instrumental in driving the early adoption of CIRCULOSE. Their ongoing commitment is key to achieving the scale needed to restart and grow our production.”

Cecilia Strömblad Brännsten, Head of Resource Use & Circularity at H&M Group, added, “Scaling next-gen materials like CIRCULOSE is vital to achieving our circularity goals.”