Fashion giant H&M has signed a multi-year agreement with Renewcell so the textile recycling company supply the Swedish fashion brand with thousands of tons of its pioneering virgin quality Circulose fibers made from unusable textile waste.
H&M declares the deal symbols a significant step to attaining its goal of fetching entirely circular whilst serving drive the sustainability agenda across the entire industry. One of the major barriers to replacing virgin fibres and using more sustainable materials is the availability of these materials at scale, it explains, adding agreements like this represent a “profound shift in making this a reality.”
Over a five-year period, Renewcell will provide the group with enough Circulose to produce what H&M describes as “millions” of garments across its brands.
“In continuing our long-term partnership with Renewcell, this agreement is an important milestone not only for H&M Group, but also for the wider industry in terms of having a circular product like theirs available at scale,” says Pascal Brun, Head of Sustainability at H&M.
To become fully circular and achieve our 2030 goal that all our materials should be either recycled or sourced in a more sustainable way, we need to ensure materials such as Circulose are a core part of our material portfolio going forward,” Pascal adds.
H&M Group has worked meticulously alongside Renewcell since its inception in 2012, and invested in the firm through its investment arm CO:LAB in 2017. H&M was also the first retailer to use Circulose when it debuted in its Conscious Exclusive collection in March 2020.
The new agreement builds on this work and marks the next stage in the collaborative journey.
“I believe that this kind of partnership will become a model for how fashion brands integrate innovations to reduce their negative impact on climate and the environment,” says Patrik Lundström, CEO of Renewcell.