Circ said on July 23 that the first men’s denim collection featuring TENCEL™ | Circ® with REFIBRA™ technology is now available at H&M, marking commercial delivery of a pilot project first announced in October 2025. The two-style collection, in light and dark wash, is sold across Europe, Turkey, North America and the Middle East, bringing the technology into H&M’s standard men’s denim assortment for the first time. Read Here
Each garment contains TENCEL™ Limited Edition Lyocell fibers produced with 30% Circ® pulp recycled from textile waste. The launch links a supply chain from textile waste to pulp to shelf, combining Circ’s recycling technology, Lenzing’s fiber production, AGI Denim’s manufacturing and H&M’s retail platform.
Circ’s recycling process separates blended textile waste, including cotton-polyester garments that have historically resisted recycling, into dissolving pulp and polyester monomers. The pulp is fed into Lenzing’s lyocell production alongside wood from certified forests, yielding a fiber carrying both the TENCEL™ brand and Lenzing’s REFIBRA™ designation. AGI Denim converts the fiber into finished denim for H&M.
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“This launch is proof that recycled textile fiber is ready for mass-market supply chains,” said Peter Majeranowski, chief executive of Circ.
Caroline Ledl, senior director of product operations at Lenzing Group, said the collaboration shows that bringing together players across the supply chain can deliver circular garments to consumers.
Majeranowski said every link in the chain — from Circ pulp to Lenzing fiber to AGI Denim manufacturing to H&M shelf — had to work for the launch to succeed. The project began less than a year ago when Circ and Lenzing announced their collaboration. The products are available now on HM.com and in select H&M stores.
The announcement adds to a string of recent moves by Circ, which in March was named to TIME’s list of America’s Top GreenTech Companies for 2026 and announced a partnership with China’s Xinxiang Bailu Chemical Fiber Co.
The launch follows a wave of recycled-denim initiatives as brands face pressure to demonstrate credible circularity claims. It comes as the EU’s ban on destroying unsold clothing and footwear took effect on July 19, requiring large companies to stop discarding unsold textile products.
For Lenzing, the deal extends its push to position REFIBRA™ technology as a bridge between wood-based lyocell production and textile-to-textile recycling. Pairing it with a retailer the size of H&M signals an attempt to move recycled-content fiber into a mainstream denim input. For Circ, it marks a rare instance of its recycling technology reaching finished garments on shelves at a major fast-fashion retailer.