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CALIFORNIA – H&M, Kering, Eileen Fisher, Loomstate and Zero + Maria Cornejo have all joined a new initiative aimed at accelerating the development of circular materials for use in the apparel industry. The brands are identifying "building block" materials, such as fibres, yarns, finishings, trims, and dyes, with the aim of "optimising them for circularity." The ultimate goal is to verify these materials using the Cradle to Cradle Certified Product Standard.

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