Fast fashion’s slow adoption of new fibres puts 'green' targets at risk

Renewcell AB is a company that produces circulose, a pulp it has trademarked made from recycled cotton and used in creating clothing materials. Photo: Renewcell AB

Retailers like Hennes & Mauritz and Inditex SA are buying only "peanut quantities” of an innovative fibre in a blow to the drive to use more sustainable materials, according to a textile recycling supplier to both fashion brands.

Magnus Håkansson, the interim chief executive officer of Renewcell AB – which produces circulose, a pulp it has trademarked made from recycled cotton and used in creating clothing materials – warned that retailers’ slow demand has been putting a serious strain on its business.