UK department store John Lewis and European fashion player C&A are among the retailers to have announced partnerships with next-generation materials provider Circulose this week.
Circulose’s materials represent an alternative to virgin cellulose fibres such as viscose and lyocell – and it is these manmade cellulose fibres (MMCF) that many fashion retailers are looking to move away from in order to reduce their impact on the planet.
H&M, Mango, and Marks & Spencer are already working with Circulose to evolve their respective materials strategies, having announced partnerships in the wake of Circulose’s new business plan in 2024. Circulose was born out of the February 2024 administration of circular fashion pioneer Renewcell, which was then acquired by private equity house Altor and renamed in reference to the collapsed business’s hero product.
Under the new ownership, Circulose has developed a new commercial strategy by focusing on brand partnerships, comprising a fresh pricing model and additional support services. The new pricing model, which was shaped in conjunction with not-for-profits Fashion for Good and Canopy, requires brands to license Circulose to access the fibre.
And that is what these retail names have done. As well as John Lewis and C&A, new Circulose partners include Bestseller, Filippa K, Reformation, Faherty, Bobo Choses and Zero.
Jonatan Janmark, Circulose CEO, said: “These partnerships are an important milestone in Circulose’s new chapter.
“After a year of resetting our strategy and intensely engaging with brands, this wave of commitments shows our efforts are paying off. Their support will help to unlock the next phase of our production journey.”
He added: “We are proud to enable brands who are serious about transforming the textile industry.”
Jessica Connell, circular economy specialist at John Lewis Partnership, took to LinkedIn to reflect on her company’s Circulose tie-up, calling it “an exciting announcement as we commit to scale our use of next-gen materials across fashion and home, reducing our reliance on virgin input for MMCFs”.
[image credit: John Lewis Partnership]
