H&M Deepens Sustainable Fashion Push With Major Recycled Cotton Deal

Spanish materials-recycling specialist Recover has announced a significant multi-year agreement with the Swedish fashion giant H&M. Under the terms of this new partnership, Recover will be a key supplier of its signature recycled cotton fibre, RCotton, to H&M, marking a pivotal step in both companies' commitment to sustainable fashion.

This collaboration builds upon an existing relationship between the two industry players, who previously joined forces to develop collections featuring mechanically recycled cotton produced by the Spanish firm. The new agreement, however, signifies an intensified commitment, laying a robust foundation for a partnership that places a much greater emphasis on the long-term, sustainable sourcing of recycled materials. Ulf Krigsman, head of materials and components at H&M, underscored this strategic direction, stating, "In order to increase the availability and affordability of recycled and sustainably sourced materials, we are investing in innovative solutions and infrastructure, which we are testing and developing at scale." Krigsman further highlighted Recover's critical role, adding, "Recover’s expertise and proven ability to supply recycled cotton at commercial scale make it a valuable partner in pursuing our goal of using only recycled or sustainably sourced materials by 2030."

Recover's expanding influence in the sustainable textile sector is evident through its existing partnerships with other major apparel retailers. Early in 2022, the Spanish specialist secured a similar four-year agreement with the Dutch chain C&A, which also focused on the sourcing of recycled materials. Beyond this, Recover has also engaged in successful collaborations with the prominent British retailer Primark, further solidifying its position as a leading provider of recycled textile solutions.

The company's innovative product portfolio extends beyond its flagship RCotton recycled cotton. Recover has also developed RMix, a versatile recycled cotton blend that can incorporate up to 40% recycled polyester. Another notable offering is RDenim, a fibre ingeniously recreated from end-of-life jeans, demonstrating their commitment to circularity. Additionally, Recover One is a unique coloured fibre produced by expertly shredding fabrics of similar shades, reducing the need for new dyeing processes.

In a move to amplify its impact and advocate for broader industry change, Recover recently became a member of the T2T Alliance. Formed at the beginning of the year, this powerful lobby group unites textile-to-textile recycling specialists, including notable names like Circulose, Syre, Circ, and Re&Up. The Alliance's primary objective is to collectively voice the concerns and needs of the textile recycling sector to public authorities, particularly across Europe, pushing for policies that support and accelerate the transition to a more circular textile economy.