H&M is set to become the first brand to launch a range of clothes made from 50 per cent recycled jeans and 50 per cent sustainably sourced wood.
H&M’s SS20 Conscious Exclusive range, due to launch on March 26, will feature a jacquard blue dress made from 50 per cent Circulose.
This breakthrough new material has been developed by Re:newcell, which “transforms old clothes containing lots of cellulose (such as cotton and viscose) into Circulose – a 100% natural, recyclable and biodegradable material that the fashion industry can make new clothes without compromising on quality”.
The dress will also be made from 50 per cent FSC-certified wood, meaning that it is either sourced from well managed sustainable forests or recycled, and will be available for purchase in around 100 H&M stores and online.
“This is a major milestone for fashion,” Re:newcell’s chief executive Patrik Lundström said.
“For the first time, people will be able to walk into a store and buy clothes made from Circulose – likely the world’s most sustainable fashion material. We are immensely proud to introduce this innovation together with H&M Group, a company with a bold sustainability agenda”.
To date Re:newcell has raised $20 million in funding from investors including H&M and has plans to grow its recycling capacity to 250,000 tonnes, equal to 1 billion garments by 2025.