Recover & H&M Sign Multi-Year Partnership to Scale Recycled Cotton Use

Recover has entered into a multi-year agreement with H&M Group to integrate its mechanically recycled cotton fibre, RCotton, into H&M’s global product lines. The new partnership builds upon the pilot work that began in early 2024, when both companies collaborated to develop fabrics using Recover’s recycled cotton. Under this extended deal, Recover will now supply RCotton at industrial scale, allowing H&M to increase the use of recycled materials across its global collections.

Recover, backed by STORY3 Capital and Goldman Sachs, brings over 75 years of experience in textile recycling and operates five facilities across Europe, Asia, and the Americas. Its technology transforms post-industrial and post-consumer cotton waste into high-quality fibres, maintaining strong traceability and consistent performance standards. These capabilities make it a valuable partner for fashion brands looking to scale circular material sourcing and reduce reliance on virgin resources.

“We are proud to enter into this partnership with H&M Group,” said Anders Sjöblom, CEO of Recover. “Reliable access to recycled fibres at scale, with full traceability and quality consistency, is vital for the industry’s transformation. Our collaboration demonstrates how innovators and leading global brands can work together to make circular fashion available to all.”

Ulf Krigsman, Head of Material & Components at H&M Group, commented, “At H&M Group, we aim to grow our business decoupled from resource extraction, keeping materials in circulation at their highest value. Recover’s expertise and proven ability to deliver recycled cotton at commercial scale make them a valuable partner as we work towards our goal of using only recycled or sustainably sourced materials by 2030.”

The deal underscores H&M’s commitment to circular fashion and sustainability. According to the company’s latest sustainability report, 89 percent of its materials are already recycled or sustainably sourced, and partnerships like this one will help close the remaining gap. For Recover, the collaboration with H&M represents a major step forward in its mission to accelerate textile circularity, showcasing how innovation, investment, and large-scale adoption can reshape the global fashion supply chain.

Recover’s recycled cotton fibre offers a low-impact and cost-efficient alternative to virgin cotton, helping reduce water consumption, carbon emissions, and textile waste. The partnership highlights a growing trend among leading fashion brands to embed circular practices at the core of their business models, combining sustainable innovation with commercial scalability.