Follow us


H&M launches Circulator design tool to help the industry go circular

Camilla Rydzek
30 November 2021

The H&M Group has launched the first part of its new circular design tool called Circulator, which will help its ambition to design fully circular garments by 2025 and will also involve industry partners in the future.

The Group-owned H&M brand will launch a complete collection of circular clothes that were designed using the tool by the end of 2021.

The first part of the Circulator tool, a downloadable guide, was launched last week and invites stakeholders to "co-create and learn together". The feedback and learnings from this initial launch will then contribute to the development of the second part of the Circulator application, a scoring tool which is to be launched in the coming years and piloted with industry partners.

On future collaborations the H&M Group said: "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." ASOS launched its own circular design tool with the Centre for Sustainable Fashion two weeks ago. 

The guide supports creator's circularity decision making by leading them through a four step process which aims to balance trade-offs between durability and recyclability based on the product's purpose.

As the guide outlines - step one is to know the customer, step two to define the product's purpose category (either light, mid or extensive use), step three is to choose appropriate materials and step four is to select design strategies (such as for increased durability, non-durability, increase recyclability or waste avoidance).

Sarah Hayes, Business Expert for Circularity at H&M Group said: "We see our teams experiencing a real a-ha moment when they use this tool. Being part of the industry, we’re all increasingly aware of its negative impact on the environment and the challenges our planet is facing. Being able to take practical steps to change how products are made and used and contributing to our climate goals is really empowering."

The brand said that the new tool will "raise awareness and reduce the complexity and subjectivity of circular design decisions" and that it was created with the guidance of internal and external experts.

Helena Helmersson, the CEO H&M Group commented: "We need to transform how we design and produce our products in order to meet our ambitious circular and climate goals. We also recognize the need to accelerate industry transformation and the Circulator tool will support both. Collaboration is the only way forward and we want to show leadership in the transition towards circular fashion."

Free NewsletterVISIT