The H&M group has received a multi -year delivery agreement with the material manufacturer Circulose. The Swedish modernies will replace a “considerable proportion” of its newware viscous people used so far with the synthetic fibers of circulose. This affects the entire portfolio of the H&M Group.
This agreement contributes to the overarching goal of H&M to use only recycled or sustainably produced materials by 2030. This was explained by Cecilia Strömblad Bränsten, Head of Resource Use and Circularity of the H&M Group, in a press release. “The expansion of access to these solutions is crucial to accelerate the transition to a circular economy for the fashion industry,” added Bränsten.
Circulose and H&M began their partnership as early as 2020. At that time, the H&M group was the first fashion provider to use the patented material of circulose, made from textile residues, for its CONSCIOUS exclusive collection.
The deepening of the partnership underlines the view of H&M that access to circular fibers and their scalability has increased. These fibers can replace conventional newware materials.
Jonatan Janmark, CEO of Circulose, said that H&M was “a driving force in promoting sustainable and circular solutions in the fashion industry”. The company is “grateful to formalize this new partnership in order to accelerate the introduction of circulose on a large scale”.
Circulose, whose chair is the former CEO of H&M, Helena Helmersson, produces a “viscose pulp”. This can be used to produce cellulose fibers, which can be spanned into woven or knitted fabrics.
This article was used with digital tools translated.
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