H&M to be first retailer to use Circulose

H&M to be first retailer to use Circulose

H&M group, a Swedish multinational clothing-retail company, has announced that H&M’s upcoming conscious exclusive collection will be the first ever collection to feature the newly patented material circulose – marking the first time chemically recycled fibres are used in garments sold at scale. Circulose is a new fibre, made from discarded textiles.

Pioneered and produced by re:newcell – a company H&M Group has supported since its start. Circulose is unique and revolutionary as it replaces forest raw material, in commercial quantities, without compromising on the quality. The process of recycling cotton and viscose fibres contributes to a circular way of producing fashion, also because the process uses a closed loop system for water and chemicals powered by renewable energy.

The garment in the conscious exclusive collection is a dress made of a mix of 50 per cent circulose from recycled jeans and 50 per cent viscose from FSC-certified wood, and will go on sale globally in the spring.

Source: Fibre2fashion