In a significant move toward a more circular fashion model, global fast-fashion giant H&M Group has entered into a multiyear partnership with Circulose, a company specializing in recycled textile fiber extracted from cotton waste. Through this collaboration, H&M will integrate “significant volumes” of Circulose fiber into its clothing lines, marking a pivotal step in its strategy to reduce reliance on virgin viscose fibers.

Cecilia Strömblad Brännsten, H&M’s Head of Resource Use, underscored the importance of the initiative, stating, “Investing in next-generation materials is essential to achieving our goal: ensuring that 100 % of our materials are recycled or sustainably sourced by 2030.” She emphasized that scaling access to such sustainable alternatives is critical for accelerating the fashion industry’s transition toward a circular economy. This new agreement with H&M marks the third brand partnership announced by Circulose this year—following deals with fast-fashion chain Mango and designer Patrick McDowell—since the company relaunched under new leadership after emerging from bankruptcy in 2024. Circulose CEO Jonatan Janmark acknowledged the significance of this collaboration, describing it as “a critical role in helping us reach the volumes needed to restart our factory.” 

While H&M has faced criticism in the past—ranging from labor concerns in Myanmar to accusations of greenwashing—its recent efforts show progress. Notably, the environmental group Stand.earth awarded H&M a B-plus score for its efforts to decarbonize the supply chain—the highest among 43 evaluated fashion brands.