Since 2020, H&M has pioneered the integration of Circulose into their product lines.

The new agreement cements their role as one of Circulose's inaugural Scaling Partners, with H&M aiming to replace a significant portion of its man-made cellulosic fibres (MMCF) with Circulose-derived fibres.

Circulose, developed from repurposed textiles, represents an advanced material that enables fashion brands to progress towards a circular fashion model by decreasing dependence on new, virgin fibres without compromising on quality and functionality.

Circulose CEO Jonatan Janmark said: “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 formalise 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.”

The collaboration is in line with Circulose's commercial strategy, focusing on brand cooperation, offering dedicated support for implementation and introducing a novel licensing-based pricing structure.

This pricing model was devised in conjunction with Fashion for Good and Canopy to streamline the expansion of next-generation materials.

H&M Group’s Resource Use & Circularity head Cecilia Strömblad Brännsten said: “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 announcement follows Circulose's decision to appoint Helena Helmersson, former CEO of H&M Group known for her dedication to sustainability initiatives, as chairman of its board.