Many fashion brands and retailers talk a good game on circularity, but will they ever consistently pay a premium for materials made using 100% textile-to-textile recycling?

Acting CEO of Renewcell Magnus Håkansson joins Ecotextile Talks to discuss the company's current challenges in receiving a higher price for a product offering the circularity so often discussed at textile sustainability conferences.

Despite great industry excitement when Renewcell moved to a full-scale production facility earlier this year, in readiness for full commercialisation, the Swedish innovator has encountered a difficult few months since the summer of 2023.

Share prices have tumbled amid concern that the appetite for Renewcell's proprietary Circulose pulp may not perhaps as high as expected - despite several take-off agreements having suggested this would not be an issue. 

The latest instalment of Ecotextile Talks sets out to better understand the situation behind a slump in optimism about the scaling up of a much-discussed company which aims to help fashion firms move away from linear practices.