H&M has announced a partnership with the Spanish company Recover, aiming to incorporate recycled cotton into its product line. According to sources from the company, H&M's garments made from this recycled cotton will hit store shelves next year.

Source: Modaes

Recover, a mechanical cotton recycling firm, has been collaborating with H&M since early last year to develop these innovative products, which will be launched on a large scale in the upcoming year. This collaboration is not a limited engagement but rather a “multi-year” agreement. However, neither company has revealed the number of garments that will be produced with this recycled material. In a joint statement, H&M reaffirmed its commitment to using only recycled or sustainably sourced materials in its collections by 2030. Recover emphasized that providing large-scale access to recycled fibers is essential for transforming the industry.

With this agreement, H&M continues its focus on garments made from recycled fibers, solidifying its position as one of the most ambitious companies regarding sustainability in the fashion market. In mid-October, H&M collaborated with the U.S. next gen Circ, marking its first introduction of recycled fibers in two of its garments, which will soon be released.

Additionally, the retail group recently announced its investment in another sustainable venture: the German start-up Reverse Fashion. This investment will enable the company to enhance its technology through Artificial Intelligence and image recognition, aiming to automate the sorting of used textiles.

Recent data shows that H&M, the world's second-largest fashion retail group, experienced an accelerated decline in sales over the first nine months of the year, resulting in a decreased net outcome. Nevertheless, the company successfully increased its profits.

In the early months of the year, H&M reported sales of 169.1 billion Swedish kronor ($18 billion), reflecting a 1.8% decline compared to the same period last year, which is greater than the decrease observed at the year's midpoint. H&M’s profit for this period fell further to SEK 7,753 million ($827 million), a decrease of 9.8%.