This marks the initial commercial rollout of a pilot project first announced in October 2025, integrating recycled textile fibres into H&M’s standard menswear offerings.
The collection comprises two denim styles, offered in both light and dark washes. It is available in stores and online throughout the UK, Scandinavia, Central and Eastern Europe, Southern Europe, Turkey, North America, Mexico, Canada, and the Middle East.
Circ CEO Peter Majeranowski said: "This launch is proof that recycled textile fibre is ready for mass-market supply chains. Seeing TENCEL | Circ with REFIBRA technology in H&M's standard men's denim assortment is a milestone the industry has been working toward. It validates that next-generation recycled materials can move through existing supply chains at the quality that global retail demands."
According to Circ, this represents the first time TENCEL | Circ with REFIBRA technology has appeared in H&M’s main men’s denim range.
The project results from a collaboration between Circ, Lenzing, AGI Denim and H&M, uniting advanced recycling, fibre production, manufacturing, and retail strategies.
Each denim garment contains TENCEL Limited Edition Lyocell fibres made with 30% Circ pulp, which is produced by recycling textile waste.
Circ said its recycling process separates blended materials, such as cotton-polyester textiles that have typically been difficult to recycle into separate pulp and polyester material streams.
The recycled pulp is then blended with wood from certified or controlled sources and processed using Lenzing’s lyocell technology.
The resulting fibres carry both the TENCEL and REFIBRA designations, reflecting a commitment to incorporating both pre- and post-consumer textile waste into new garments.
Lenzing Group senior director product operations Caroline Ledl said: “This collaboration highlights that by bringing together players of all steps across the textile supply chain will result in circular garments available to consumers. We are proud to work with pioneers like Circ to showcase innovation on a pilot production level, making fibres available for commercial garments. We continue to keep our commitment to exploring collaborations with innovators, bringing new TENCEL fibres on the market via pilot-scale productions.”
