On June 26, 2025, Circulose announced a landmark multi-year partnership with the H&M Group, cementing the fashion giant’s role as a Scaling Partner for the innovative circular material, CIRCULOSE®. This strategic move aims to significantly increase the integration of circular materials in H&M’s production processes, particularly focusing on replacing virgin man-made cellulosic fibers (MMCF) with fibers made from CIRCULOSE® — a next-generation material created entirely from discarded textiles.
H&M Group has been an early adopter of CIRCULOSE® since 2020, making them a front-runner in implementing sustainable textile innovations. The new agreement not only reflects H&M’s long-standing commitment to sustainability but also supports Circulose’s commercial revival and expansion strategy, especially the relaunch of its factory operations.
Circulose CEO Jonatan Janmark praised the partnership, highlighting H&M’s crucial role in accelerating the large-scale adoption of CIRCULOSE®. The partnership is in line with H&M Group’s broader 2030 vision — to ensure all their materials are either recycled or sustainably sourced. Cecilia Strömblad Brännsten, Head of Resource Use & Circularity at H&M, emphasized the need for scaling next-gen materials as a key lever to enable a fully circular fashion economy.
This collaboration supports Circulose’s updated growth model, which includes strategic brand alliances, hands-on implementation support, and a newly developed licensing-based pricing framework crafted with Fashion for Good and Canopy.
