H&M: Circulose deal is milestone for wider industry
H&M Group has signed a multi-year deal to replace virgin cotton and wood-based fibres with Circulose, a material made from recycled textiles by Swedish company Renewcell.
From acting as a sounding board for the concept of industrial scale textile recycling to investing in the company in 2017, H&M Group has been a partner supporting Renewcell’s growth and used Circulose in its SS2020 Conscious Exclusive Collection.Under the agreement, Renewcell will supply H&M Group with Circulose fibers recycled from unusable textile waste at its new recycling plant in Sundsvall, Sweden, ramping up the annual volume over a period of five years. Subject to closing of the ongoing financing for the project, Renewcell plans to start building the new plant in 2021 and make first deliveries starting in the first half of 2022.
Patrik Lundström (pictured), CEO of Renewcell, said: “This kind of partnership will become a model for how fashion brands integrate innovations to reduce their negative impact on climate and the environment.”
