H&M to launch conscious exclusive collection featuring Circulose

March 2, 2020 written by

Swedish multinational clothing company Hennes & Mauritz AB is all set to launch their SS20 Conscious Exclusive collection which will be featuring garments made from re:newcell’s new eco-friendly material called Circulose.

This will be the first time this type of material will be available for customers to buy in retail. According to Patrik Lundström, CEO of re:newcell, this is a major milestone for fashion. “For the first time, people will be able to walk into a store and buy clothes made from Circulose— likely the world’s sustainable fashion material. We are immensely proud to introduce this innovation together with H&M Group, a company with a bold sustainability agenda,” added Lundström.

Talking about Circulose, the company stated, “Through its patented process, re:newcell transforms old clothes containing lots of cellulose such as cotton and viscose into Circulose— a 100 per cent natural, recyclable and biodegradable material that the fashion industry can make new clothes without compromising on quality. The process reduces fashion’s reliance on virgin cotton, oil and forests, uses less water, fewer chemicals and removes 2 kg CO2e from the atmosphere per kg of textile fiber produced, compared to conventional textiles ”

In addition to H&M, re:newcell will be launching string of collaborations with other global brands in 2020. The company aims to grow its recycling capacity rapidly, targeting 250 000 tons, equal to one billion garments, per year by 2025.

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