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H&M Circulose Based Clothing Collection

Updated : 09-Sep-20

Stakeholders

Circulose

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.

Organisation

H&M, Renewcell

Country

Sweden

Sustainability Benefits

  • Using fibres from waste materials, eliminates the use of microplastics and reduces fashion industry's contribution to deforestation.

USP

  • Circulose and H&M assure the same quality provided for any other clothing range.
  • Circulose will make buyers conciuosly choose sustainable shopping options, thus enhacing H&M's brand value for and also accelerating the brand's sustainability agenda.

How does this work?

Circulose is made from discarded textiles and the process uses 100% renewable energy in its operations.

  • Renewcell takes in garments that can’t be resold to people and cotton clothes are preferred because they contain a lot of cellulose.
  • The clothes are shredded, de-buttoned, de-zipped, de-colored and turned into a slurry. Contaminants like plastic polyester are taken out.
  • The slurry is dried to produce sheets of pure Circulose®. It is then packaged into bales and shipped to be made back into natural textile fibers.

About the Company

H&M
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.

Renewcell
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.

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