H&M with its Conscious Exclusive collection, at the beginning of each new season, highlights the possibility of creating sustainable innovation in the fashion world, promoting the development of circular textile production. Starting from the end of March, H&M will present in its stores the Conscious Exclusive SS20 line, with a dress realized with a circular material made of 50% FSC certified wood fiber and 50% recycled cotton from post-consumer garments or denim. The recycled cotton is obtained through a manufacturing process powered by 100% energy from renewable sources, which consists of the elimination of buttons, cutting and de-colored of the clothes which are then transformed into a slurry where contaminants such as plastic polyester are eliminated. The result of the process is cellulose, the organic polymer of which cotton is composed, which is dried to produce sheets that will be converted into natural textile fibers.