In the spring, H&M will be selling a new blue dress made from a sustainable material called Circulose that's made from upcycled clothing and fashion waste. Circulose makes it possible for old clothing to be turned into entirely new textiles and H&M's dress will be made in part from 50% recycled jeans and 50% wood from sustainably managed forests.
By using this material, retailers can cut back on their use of virgin materials like cotton and polyester. For many years, working with recycled materials has meant that some of the strength and softness of the original material would be lost but Circulose is designed to look and feel like new.
H&M is working towards using only recycled or sustainably sourced materials by 2030.
Image Credit: H&M