Circulose has announced a multi-year strategic alliance with H&M Group, taking a major leap toward scaling circularity in the global fashion sector. This move solidifies H&M Group as one of the first official Scaling Partners of Circulose, intensifying their long-standing commitment to circular materials and innovation.
H&M has been integrating CIRCULOSE®—a material made entirely from discarded textiles—into their products since 2020. Now, with this new agreement, the group plans to transition a significant share of their man-made cellulosic fiber (MMCF) consumption to be based on CIRCULOSE®, further aligning with their sustainability roadmap.
The goal: to minimize dependence on virgin materials while maintaining product quality and performance. This partnership not only represents a commercial collaboration but also contributes to Circulose’s efforts to restart and scale production after operational challenges.
“H&M has consistently backed sustainable innovation,” said Jonatan Janmark, CEO of Circulose. “Formalizing this partnership helps us accelerate CIRCULOSE® production and market adoption. Their continued commitment is vital for achieving industrial-scale impact.”
Echoing this, Cecilia Strömblad Brännsten, H&M Group’s Head of Resource Use & Circularity, stated: “We’ve supported CIRCULOSE® since its earliest days. Scaling next-gen materials like this is critical for meeting our 2030 goal of sourcing 100% recycled or sustainably sourced fibers.”
The collaboration also reflects Circulose’s evolved go-to-market approach. The new model includes closer brand integration, implementation support, and a licensing-based pricing system, co-developed with Fashion for Good and Canopy, aimed at removing barriers for next-generation materials to reach scale.