H&M, Recover partner to scale recycled cotton use

Recover has entered a multi-year partnership with H&M to integrate its recycled cotton fiber, RCotton, into H&M’s product range. The collaboration between the two companies began in early 2024 with product development and has now advanced to the commercial scale, allowing H&M to include Recover’s mechanically recycled cotton in its global collections.

“We are proud to collaborate with H&M Group. Reliable access to recycled fibers at scale, with full traceability and consistent quality, is key to driving the industry’s shift toward circularity,” said Anders Sjöblom, CEO of Recover. “Our partnership shows how innovators and global brands can work together to make circular fashion accessible to all.”

“At H&M Group, we aim to grow our business without increasing resource consumption by keeping materials in circulation for as long as possible,” said Ulf Krigsman, Head of Material & Components at H&M. “We invest in and scale innovative solutions to make recycled and responsibly sourced materials more available and affordable. Recover’s proven ability to deliver recycled cotton at a commercial scale makes them a valuable partner as we work toward our goal of using only recycled or sustainably sourced materials by 2030.”