Swedish textile recycler Circulose has introduced a number of new partners. The company is continuing its strategic realignment, which is aimed at long-term commitments from brands.
The latest partners include Bestseller, John Lewis, C&A, Filippa K, Reformation, Faherty, Bobo Choses and Zero. The companies’ commitments follow similar partnerships with H&M, Mango and Marks & Spencer. They reflect a growing interest in Circulose’s offering.
Although the company received widespread industry support after its founding in 2012, Circulose – formerly known as Renewcell – ran into financial difficulties in later years. This led to bankruptcy in early 2024.
The company, which specializes in textile-to-textile recycling, eventually found a buyer in the Swedish investment firm Altor. But with a new brand identity and new executives, the company began bringing its signature textile fiber called Circulose back to market on a large scale in late 2024.
The fiber is a textile pulp made from cotton waste that is recycled using a chemical process. It is intended to replace cellulose fibers made from primary raw materials such as viscose and lyocell. Confidence in the textile alternative has been renewed by the large number of recent partnerships, says Circulose. The company is now ready to “lead the transition to next-generation materials.”
CEO Jonatan Janmark acknowledged the latest development. “These partnerships are an important milestone in Circulose’s new chapter,” he said in a statement. “After a year of strategic realignment and intensive conversations with brands, this wave of commitments shows our efforts are paying off. Your support will help usher in the next phase of our manufacturing journey. We are proud to support brands that are serious about transforming the textile industry.”
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