Leading fashion retailers, including H&M and Inditex, are lagging in their adoption of innovative fibers, hindering efforts to embrace sustainable materials. Renewcell AB, a key textile recycling supplier for these brands, highlights the urgency for a swifter shift toward sustainability in the fashion sector.
Renewcell’s flagship product, «Circulose,» a trademarked pulp made from recycled cotton, is struggling to gain traction due to retailers’ minimal investments. The company’s interim CEO, Magnus Håkansson, emphasizes the impact of slow demand on Renewcell’s business, urging retailers to accelerate their commitment to sustainable practices.
Circulose, designed to replace traditional wood pulp in clothing materials, offers a silky texture, making it ideal for various garments. Despite ambitious sustainability targets set by retailers such as H&M, the integration of these new materials remains sluggish, raising concerns about achieving industry-wide green goals.
Håkansson underscores the pivotal role of retailers in steering sustainability initiatives and warns of potential setbacks if purchasing practices do not evolve. He advocates for collective efforts to transform the fashion industry, emphasizing that challenges faced by Renewcell could deter similar investments.
Recent positive signs include Inditex’s commitment to purchasing 2,000 tons of material from Renewcell. However, broader shifts are necessary to meet sustainability targets. H&M, a major shareholder in Renewcell, has pledged to derive 30% of its materials from recycling by 2025, falling short at 23% in 2022.
Renewcell’s Circulose stands as a key player in the shift toward circular materials, aiming to drive industry-wide change. The challenges faced by Renewcell highlight the early stage of chemical recycling innovation, with startups like Circ and Infinited Fiber competing for market attention.
In summary, the fashion industry’s sluggish adoption of sustainable fibers poses a risk to achieving comprehensive green targets, underscoring the need for immediate and collaborative action.
