THE BYPRODUCT EXCHANGE COMMUNITY

H&M’s push toward circularity is a step in the right direction, but the scale and impact of these efforts remain questionable. According to its own reporting, only a fraction of collected garments through take-back programs are actually recycled into new textiles, most are downcycled or resold. Technologies like the Looop machine and partnerships with Renewcell are innovative, but they currently process a negligible percentage of H&M’s total production volume.

If H&M really wants to make a difference, these circular initiatives can’t just be side projects or marketing tools. They need to be built into the heart of the business rather than experimental add-ons. Which would mean being transparent about the amount of material is kept in circulation, and setting measurable targets as well as adressing overproduction. Otherwise, it risks coming off as more talk than real change, especially when overproduction, which drives most of the industry’s emissions, isn’t being tackled…

H&M’s approach to circularity is becoming an essential part of its broader climate policy goals. By investing in textile recycling technologies and expanding its global garment take-back program, H&M is actively working to reduce the lifecycle emissions of its products. Initiatives like the Looop machine and partnerships with innovators such as Renewcell help divert textiles from landfills and lower dependency on virgin materials—both critical to achieving climate targets. While full circularity remains a long-term goal, these actions demonstrate how fashion retailers can align circular strategies with decarbonization efforts, setting a precedent for climate-responsible business models.