Circ® launches first denim collection with H&M featuring TENCEL™ | Circ® with REFIBRA™ technology
Circ® has launched its first denim collection with H&M featuring TENCEL™ | Circ® with REFIBRA™ technology. The launch marks an important step in bringing textile-to-textile recycled materials into mainstream fashion. Less than a year after Circ and Lenzing announced their partnership, the new men’s denim collection is now available across Europe, North America, the Middle East, Mexico, Canada, Turkey, and other selected markets.
The collection includes two men’s denim styles in light and dark washes. Each garment contains TENCEL™ Limited Edition lyocell fibers made with 30% Circ® recycled pulp recovered from textile waste. The project brings together Circ’s textile recycling technology, Lenzing’s fiber production, AGI Denim’s manufacturing expertise, and H&M’s global retail network.
TENCEL™ | Circ® with REFIBRA™ technology combines Circ’s recycled cellulose pulp with Lenzing’s REFIBRA™ process. The process blends recycled textile pulp with wood from certified or controlled sources to produce new lyocell fibers. This is the first commercial launch of the collaboration announced by Circ and Lenzing in October 2025.
Circ’s patented recycling technology separates blended cotton-polyester textile waste into two valuable materials: dissolving pulp and polyester monomers. These materials can be used to produce new fibers, helping reduce textile waste and the need for virgin raw materials. The technology also addresses one of the industry’s biggest recycling challenges because blended fabrics have traditionally been difficult to recycle.
Peter Majeranowski, CEO of Circ, said the launch shows that recycled textile fibers are ready for large-scale supply chains and can meet the quality standards of global fashion brands. Caroline Ledl, Senior Director Product Operations at Lenzing Group, said the collaboration shows how companies across the textile value chain can work together to bring circular products to consumers.
The project highlights how collaboration across the supply chain can help scale circular textiles. By combining advanced recycling, fiber production, denim manufacturing, and global retail, Circ, Lenzing, AGI Denim, and H&M have moved textile-to-textile recycling from pilot production to commercial products.