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H&M to Roll Out ‘Climate-Friendly’ Circulose Fiber

COVID-19 recovery is on the horizon but the pandemic's impact on sustainability, retail, product development and consumer buying patterns means the denim industry must evolve. Join Rivet on April 20th at 11 am ET for the COVID, One Year Later roundtable.

On March 26, H&M will be the first retailer to sell clothing made out of Circulose, a novel “climate-friendly” material derived from old jeans, T-shirts and other discarded cotton clothing. Re:newcell, the Swedish company behind the fiber has been teasing the commercial rollout since November. It confirmed in an email on Friday, however, that H&M’s…

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