Source: The Business of Fashion
Summary
The recycling technology company, H&M-backed Houdini Sportswear, and Norwegian outdoor brand, Norrøna, are partnering to scale the use of circular next-gen materials in the global fashion ecosystem. According to the companies, the collaboration aims to reduce waste and increase the use of recycled materials in fashion production. The technology uses chemical recycling to break down old garments into raw materials, which can then be used to create new products. The partnership will focus on developing new materials and products using this technology. The goal is to create a more circular and sustainable fashion industry.
Our Reading
The look feels familiar.
H&M’s Conscious Exclusive collections have been experimenting with sustainable materials for years. Houdini Sportswear has been a pioneer in circular design. Norrøna has been using recycled materials in their products since the 1990s. The collaboration is a natural next step in the evolution of sustainable fashion. The recycling technology is not new, but the scale of the partnership is.
Author: Evan Null
