H&M Group to incorporate Circ’s recycled fibres into product lines

H&M Group has announced its intention to integrate Circ’s recycled fibres derived from polycotton textile waste into its product offerings for the first time. This collaboration marks a significant step in the fashion retailer’s commitment to sustainability and circular fashion practices.

Circ, a textile-to-textile recycler, claims to be the only company capable of fully recovering both polyester and cellulose from polycotton blends for reuse. This innovative approach enables the creation of new fibres from post-consumer textile waste, reducing the need for virgin materials and contributing to a more sustainable textile industry.

The partnership between H&M Group and Circ is expected to lead to the launch of new products made with Circ’s polyester and Tencel Circ fibres, incorporating Refibra technology. These products will be introduced under H&M Group’s various brands, including H&M, COS, Monki, and Weekday, as part of the company’s ongoing efforts to enhance the sustainability of its product lines.

This initiative aligns with H&M Group’s broader strategy to promote circularity in fashion by utilising recycled materials and reducing waste. The integration of Circ’s recycled fibres represents a tangible step towards achieving a more sustainable and circular textile industry.

The collaboration between H&M Group and Circ underscores the growing importance of partnerships in advancing sustainability within the fashion industry. By leveraging innovative recycling technologies, both companies aim to set a precedent for the widespread adoption of circular practices in textile production.

As consumers increasingly demand more sustainable products, initiatives like this highlight the potential for the fashion industry to evolve towards more environmentally responsible practices. The use of Circ’s recycled fibres in H&M Group’s products represents a significant milestone in the journey towards a more sustainable and circular fashion ecosystem.