The collection explores a fully integrated supply chain approach from textile waste to pulp to shelf, bringing together Circ’s textile-to-textile recycling technology, Lenzing’s fiber production expertise, AGI Denim’s manufacturing capabilities, and H&M’s global retail platform. Each garment contains TENCEL™ Limited Edition Lyocell fibers produced with 30% Circ® pulp recycled from textile waste.

"This launch is proof that recycled textile fiber is ready for mass-market supply chains," said Peter Majeranowski, CEO of Circ. "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."

“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 fibers available for commercial garments. We continue to keep our commitment to exploring collaborations with innovators, bringing new TENCEL™ fibers on the market via pilot-scale productions.” explains Caroline Ledl, Senior Director Product Operations at Lenzing Group.

The two-style collection, available in both light and dark wash denim, is the result of a collaboration between Circ and Lenzing to integrate advanced textile recycling into fiber production, demonstrating a path to scale up. Circ's recycling technology separates blended textile waste, including cotton-polyester garments that have historically been unable to be recycled, into two material streams: dissolving pulp and polyester monomers. The resulting Circ pulp is fed into Lenzing's lyocell production process alongside wood from certified or controlled sources, yielding a fiber that carries both the TENCEL™ brand and the REFIBRA™ technology designation, Lenzing's framework for incorporating pre- and post-consumer textile waste into new fiber.

Thiscollaborative project between a legacy sustainable fiber producer and a next-generation textile-to-textile recycler — with H&M as the retail partner bringing it to shelf — reflects a model that advocates have long argued is the most viable path to scaling circular textiles: incumbent infrastructure and emerging technology working in concert, rather than in parallel.

"Getting here required solving for quality, supply, and commercial viability simultaneously," said Peter Majeranowski, CEO of Circ. "Every step in this chain, from Circ pulp to Lenzing fiber to AGI Denim manufacturing to H&M shelf, had to work. This launch shows it can."

The products are available now on HM.com and in select H&M stores across launch markets.