Since 2024, Circulose has operated under new ownership and leadership with a clear strategic focus. The company aims to secure long-term commitments from brand partners to reintroduce CIRCULOSE® to the market at scale. This approach is now delivering results.
Circulose has announced new partnerships with several global fashion brands that recognise the importance of scaling next-generation materials. Following early commitments from H&M, Mango, and Marks & Spencer, additional brands have joined the initiative. These include Bestseller, John Lewis, C&A, Filippa K, Reformation, Faherty, Bobo Choses, and Zero.
These collaborations reinforce growing industry confidence in CIRCULOSE® and reflect renewed trust in Circulose’s direction. They also signal strong momentum behind the material’s return to large-scale production.
CIRCULOSE® remains a proven and scalable alternative to virgin cellulose fibres such as viscose and lyocell. With backing from leading fashion brands, Circulose is well positioned to drive the transition toward next-generation materials.
Commenting on the development, Jonatan Janmark, CEO of Circulose, said that the partnerships mark a key milestone in the company’s new chapter. He added that after a year of strategic reset and close engagement with brands, this wave of commitments confirms growing alignment with Circulose’s mission to transform the textile industry.
