What's Happening?
Berlin-based start-up Reverse.fashion has secured investment from the Swedish clothing giant H&M in a pre-seed funding round led by Kisora, a Berlin-based investment firm. Founded in 2024, Reverse.fashion focuses on developing automated sorting processes
for used textiles to improve recycling efficiency. The funding will be used to expand the company's development and operations teams, advance its innovative solutions, and support pilot projects with industry partners. The company's 'AI Sorting Partner' application is currently in a pilot phase and is expected to be commercially available in early 2026. The investment marks a significant step in Reverse.fashion's mission to enhance textile recycling and reduce environmental impact.
Why It's Important?
The investment in Reverse.fashion by H&M highlights the growing importance of sustainability in the fashion industry. As one of the largest clothing retailers, H&M's involvement underscores a commitment to reducing waste and promoting circular fashion. The development of automated sorting technology could significantly improve the efficiency of textile recycling, reducing costs and increasing the availability of high-quality recycled materials. This advancement aligns with broader industry trends towards sustainability and could set a precedent for other companies to follow. The initiative also addresses consumer demand for more environmentally friendly products, potentially influencing purchasing decisions and brand loyalty.
What's Next?
Reverse.fashion plans to continue developing its sorting technology and expand its market presence. The successful pilot projects could lead to wider adoption of the technology across the fashion industry, promoting more sustainable practices. H&M's involvement may encourage other major retailers to invest in similar initiatives, accelerating the shift towards circular fashion. As the technology becomes commercially available, it could drive significant changes in how textiles are recycled and reused, contributing to a reduction in the fashion industry's environmental footprint. The collaboration between start-ups and established brands may also foster further innovation in sustainable fashion solutions.
