H&M Group (Hennes & Mauritz) has announced a multi-year global partnership with Recover™, a leading innovator in textile recycling, to supply mechanically recycled cotton fibre (RCotton) for use across its product lines worldwide. The collaboration, reported by Business Wire, marks a major step in H&M’s long-term sustainability strategy.
Recover™: Pioneering Textile Recycling Technology
Recover™, which brings more than 75 years of textile-recycling expertise, operates recycling hubs across Europe, Asia, and the Americas. Its proprietary process transforms textile waste into high-quality recycled fibres, reducing dependence on virgin cotton and lowering the environmental footprint of fashion production.
Advancing H&M’s Circularity Goals
H&M described the partnership as part of its mission to “grow business decoupled from resource use,” reiterating its target to source 100% recycled or sustainably sourced materials by 2030. The company said integrating RCotton into its global supply chain will advance its circularity goals while maintaining the quality and versatility consumers expect.
Accelerating the Shift to Circular Fashion
“This collaboration accelerates our shift toward a truly circular fashion system,” said an H&M spokesperson. “By scaling access to high-quality recycled cotton, we’re making sustainable fashion more accessible at every level.”
Industry Reactions and Sustainability Outlook
Industry analysts view the deal as a clear signal of the fashion sector’s growing momentum toward circular materials, transparency, and supply-chain traceability. As brands face mounting pressure to reduce waste and carbon emissions, partnerships like H&M’s with Recover™ are setting new standards for responsible production and sustainable growth.
