H&M Group Joins Circulose as Partner to Scale Circular Fashion

Circulose has announced a long-term collaboration with H&M Group, marking a crucial milestone in advancing circular materials in fashion. H&M Group, which began incorporating CIRCULOSE® in 2020, will now become one of Circulose’s first official Scaling Partners. Under this multi-year agreement, H&M aims to convert a substantial share of its man-made cellulosic fiber (MMCF) to fibers made using CIRCULOSE®.

CIRCULOSE® is a next-generation material created entirely from discarded textiles. It enables fashion brands to reduce their dependence on virgin fibers without compromising fabric performance or quality, while advancing the goal of a circular fashion system.

Jonatan Janmark, CEO of Circulose, remarked:

“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.”

Cecilia Strömblad Brännsten, H&M Group’s Head of Resource Use & Circularity, stated:

“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.”

The collaboration aligns with Circulose’s refreshed commercial strategy, which emphasizes brand co-creation, tailored implementation support, and a licensing-based pricing model. Developed in partnership with Fashion for Good and Canopy, the model is designed to remove obstacles in the path to scaling up next-gen materials.