Cyclical Movements

We partnered with Jacob Mühlrad and Alexander Wessely to put the recycling process of CIRCULOSE® in focus. Motion pictures from production in Renewcell’s Kristinehamn factory, where CIRCULOSE®is produced, are projected on the fabric surrounding ballerina Mia Hjelte as she moves around on the stage.

Making society circular goes beyond physical engineering — we must shift minds and culture. Everyone knows the rational, intellectual argument for reducing fashion’s impact, but we have to create a feeling on the emotional and aesthetic level, too. We’re able to develop this vision with artists like Jacob, Alexander, and Mia.

Experiencing this work, what comes to mind is the persistence of our colleagues in Kristinehamn in taking CIRCULOSE® from a lab sketch to industrial production over the last couple of years. They kept moving and kept pushing. Through shredders, pressers, and screeners, they’ve moved fibers along, creating a carefully managed choreography. A sequence of precise movements where every step matters for the final impression. They’ve created a dance worthy of any stage.

Jacob Mühlrad has performed at Carnegie Hall in New York, The Royal Swedish Opera, and Berwarldhallen. Wessley has a multidisciplinary approach, working with sculpture, film, and photography for over 20 countries. The duo has previously worked with Swedish House Mafia and Dramaten but is now moving into fashion for the first time with CIRCULOSE®.

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