H&M Group launches circular design tool “Circulator”

H&M Group is on a journey to become circular and climate positive. With the launch of an innovative circular design tool “Circulator”, H&M Group underlines its ambition to have all its products designed for circularity by 2025. The tool not only aims to enable H&M Group’s own teams to create products fit for a circular economy but will in the long-term invite others to do the same.

Evrim Karakurt

23 Kasım 2021 Salı 16:29

H&M Group launches circular design tool “Circulator”

By 2025, H&M Group aims to have 100% of its brands’ products designed for circularity – from the drawing board all the way through the multiple loops of a circular ecosystem. The Circulator shall raise awareness and reduce the complexity and subjectivity of circular design decisions. It has been developed with guidance of a broad range of internal and external experts, such as Global Change Award winner circular.fashion, and will support the realisation of Ellen MacArthur Foundation’s vision of a circular fashion industry. By making the tool available to others in the coming years, H&M Group wants to equally share and gather knowledge and learnings with others, to jointly support the industry’s transition towards a circular economy.

The Circulator consists of two parts: a downloadable guide and a digital scoring tool. With the first launch of the downloadable guide in autumn 2021, H&M Group wants to invite everyone to co-create and learn together. The feedback and practical learnings from this first launch phase of the tool will contribute to the development of the scoring tool, which will be launched in the coming years and piloted with industry partners. With PVH Corp. and ASOS we already have strong partners on our side that share our ambitions to drive change in this space through industry collaboration.

Offering customers easy and assessable ways to prolong the lifecycle of their clothes has been on H&M Group’s agenda for a while but circular thinking starts way before that. All our brands have their own in-house design teams who share the mission to create new inspiring designs and products that allow our customers to enjoy fashion in a more sustainable way. Making conscious choices is part of every decision making along the design process of a garment, focusing on three main impact areas: environmental impact, durability and recyclability. A process that is now simplified and supported by this innovative digital tool.

By the end of 2021, H&M will launch a complete collection of clothes which have been designed with the help of the tool.

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