H&M Group has signed a multi-year deal to source significant volumes of Circulose for its collections, replacing a substantial share of virgin viscose.
Virgin Viscose vs. Circulose – What’s the Big Deal?
Virgin Viscose is a type of regenerated cellulose fiber made from wood pulp, usually from trees like pine, beech, and eucalyptus. It’s a semi-synthetic material known for its softness, breathability, and ability to drape well, making it popular for clothing and other textile applications. The term “virgin” indicates that the material is derived from newly processed wood pulp, rather than recycled or waste sources.
And there’s the rub. While derived from a renewable resource (wood), and in spite of efforts being made to improve the process through responsible sourcing and production practices, the “virgin” viscose production process raises sustainability concerns due to deforestation and the use of chemicals.
By contrast, Circulose is a dissolving pulp made entirely from recycled textiles (i.e. used clothing), primarily cotton. It’s a sustainable material that can be used to produce various regenerated fibers like viscose (just not “virgin”), lyocell, modal, and acetate, which are then spun into yarms, woven or knitted into fabrics.
By recycling textile waste, Circulose diverts materials from landfills and incineration, lessens the need for growing cotton or using wood pulp to produce new fibers, uses renewable energy and aims to minimize the use of chemicals, and effectively closes the loop in the textile industry. Circulose contributes to a more circular textile industry by allowing for the creation of new products from recycled materials.
“Investing in next-generation materials is essential to achieving our goal: ensuring that 100% of our materials are recycled or sustainably sourced by 2030,” Cecilia Strömblad Brännsten, H&M Group’s head of resource use & circularity, said in a statement. “Scaling access to these solutions is key to accelerating the shift towards a circular economy for fashion.” Spend less, do good, look good. Sounds like a win-win-win.
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