Circulose Expands Partnerships With Leading Fashion Brands to Scale Next-Generation Materials

On December 16, Swedish next-generation cellulose material company Circulose announced the expansion of its partnerships with global fashion brands as it accelerates the large-scale rollout of CIRCULOSE®.

The company has entered into new partnerships with Bestseller, John Lewis, C&A, Filippa K, Reformation, Faherty, Bobo Choses, and Zero, strengthening its framework for scaling CIRCULOSE® at an industrial level.

Circulose has previously collaborated with H&M, Mango, and Marks & Spencer. The addition of these new partner brands clearly signals renewed trust in the material and growing momentum across the fashion industry.

Since 2024, under new ownership and leadership, Circulose has redefined its strategic direction. By shifting toward a business model centered on long-term commitments with partner brands, the company has aimed to reintroduce CIRCULOSE® to the market at scale. This strategic reset has now resulted in the participation of multiple major brands.

CIRCULOSE® is a regenerated cellulose pulp made from discarded textiles and is positioned as an alternative to virgin cellulose fibers such as viscose and lyocell. Compatible with existing fiber production processes, it is recognized as a proven and scalable next-generation material supporting the fashion industry’s transition toward circularity.

Commenting on the partnerships, Circulose CEO Jonatan Janmark 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. We are proud to enable brands who are serious about transforming the textile industry.”

As the fashion industry faces mounting pressure to move away from its reliance on environmentally intensive virgin materials, the collaboration between Circulose and multiple leading brands represents a pragmatic step toward making sustainability not just an ideal, but a viable business reality.