H&M Circulose Based Clothing Collection - Sustainable Textiles Launchpad @E2expo
Updated : 09-Sep-20
A clothing range launched by H&M uses Circulose in Conscious Exclusive collection. Circulose is a new fiber made by recovering cotton from worn-out old clothes and is produced by Stockholm-based sustainable startup Renewcell. The unique fabric replaces forest raw material, in commercial quantities, without compromising on the quality.
Circulose is made from discarded textiles and the process uses 100% renewable energy in its operations.
H&M Group is a global design company with 51 online markets and stores in 74 markets. With the rapid shift in fashion retail continues, they are integrating their digital and physical channels to meet customers’ changing behaviour, working passionately to offer the best combination of fashion, quality, price and sustainability. Brands part of the H&M group offer a great variety of styles and trends within fashion and accessories, beauty and sportswear as well as interiors.
Formed in 2012 by scientists at KTH Sweden, Renewcell had its first garment made from Circulose walk the ramp in 2014. Circulose can be turned into textile fiber, be fed into the textile production cycle and meet industry specifications, and hence closes the loop in the way fashion is produced and consumed.