H&M To Feature Circulose™ This Spring In A Collection Partly Made From Re-Cycled Denim Fabric

Image Courtesy of H & M

Described as A new natural material that closes the loop on fashion,  Conscious Exclusive is a recurring collection of exquisite, premium pieces that celebrate the new season with a focus on sustainability and innovation.

Conscious Exclusive SS20 introduces Circulose® to retail for the very first time with an easy, blue day dress inspired by the carefree summers of the 1920s Côte d’Azur.

The dress consists of 100% viscose of which 50% is FSC certified wood and 50% is Circulose recovered from post-consumer denim. I

It’s the piece that proved it – recycling clothes finally works.

Circulose. A new recovered fibre recycled from denim, and used extensively through the range, is made by H&M partner Re:newcell.

"Re:newcell´s technology has the potential to become a commercial and scalable solution for the industry and accelerate the journey from a linear fashion industry towards a circular one", says Cecilia Brännsten, Acting Environmental Sustainability Manager and circular economy lead, at H&M group.

In just a few years H&M Group, re:newcell and other investors, who have backed development of this circular textile production, have opened the door to a sustainable future.

“It’s a good day for our forests and climate. We’re thrilled.” – Nicole Rycroft, Executive Director of Canopy

Available in selected stores worldwide and online starting March 26th 2020.