H&M Group has announced that it will begin using recycled fibres from Circ, made from polycotton textile waste, in its products for the first time. This partnership marks an important step forward in the company’s ongoing commitment to sustainability and circular fashion.

Through this collaboration, H&M Group plans to launch new products made with Circ’s recycled polyester and Tencel Circ fibres, which also feature Refibra technology. These garments will be available across several of the company’s brands, including H&M, COS, Monki, and Weekday, as part of its wider mission to make fashion more sustainable.

The partnership supports H&M Group’s broader strategy to encourage circularity in fashion by using more recycled materials and minimising waste. Integrating Circ’s recycled fibres represents a concrete step towards creating a more sustainable and circular production model.

As consumer interest in eco-friendly fashion continues to grow, initiatives like this demonstrate the industry’s potential to move towards more responsible practices. The introduction of Circ’s recycled fibres into H&M Group’s product lines marks a key milestone on the path to a circular and sustainable fashion future.