In a world first for the fashion industry, twelve pioneering players are coming together to break new ground by demonstrating an entirely circular model for commercial garment production.

Over a three-year period, textile waste is collected and sorted, and regenerated into a new, man-made cellulosic fiber that looks and feels like cotton – a “new cotton” – using Infinited Fiber Company’s textile fiber regeneration technology. The fibres will be used to create different types of fabrics for clothing that will be designed, manufactured and sold by global brand adidas and companies in the H&M Group. The project also aims to act as an inspiration and steppingstone for further, even bigger circular initiatives in the industry going forward.