• H&M will offer the first menswear denim using TENCEL™ | Circ® with REFIBRA™ technology and womenswear fleece sweatshirt using Circ® Polyester. 
• The Lenzing Group incorporates Circ’s® recycled pulp into its global TENCEL™ platform, demonstrating how established fiber platforms can directly integrate and scale innovative materials like Circ®.                
• UNIDO SWITCH2CE program accelerated this collaboration.  

DANVILLE, VA (14 October 2025) – Circ®, the only textile-to-textile recycler capable of taking polycotton blends and fully recovering both the polyester and the cellulose for reuse, today announced a collaboration with H&M Group. For the first time, H&M will incorporate Circ’s recycled fibers from polycotton textile waste into its product offerings. The first products debut in Fall 2025, with a womenswear v-neck fleece sweatshirt made with Circ® Polyester and expands in Spring 2026 with menswear denim crafted with TENCEL™ | Circ® with REFIBRA™ Technology. 

The Lenzing Group, a global leader of regenerated cellulose fibers, plays a central role in this partnership. For the first time, Circ’s recycled pulp will be commercialized through Lenzing’s global supply chain in the form of TENCEL™ | Circ® with REFIBRA™ Technology.  Lenzing’s REFIBRA™ technology uses textile waste as a raw material, in addition to wood sources from certified or controlled origins, giving waste a new life. Within this partnership the Lyocell fiber branded under TENCEL™ | Circ® with REFIBRA™ technology is crafted with 30% Circ® pulp from recycled textile waste. This milestone showcases how existing fiber platforms can be leveraged to unlock circularity at scale. 

This global launch builds on the global SWITCH2CE program led by the United Nations Industrial Development Organization (UNIDO), and a two-year pilot with Intellecap and H&M Group, through which Circ piloted its recycling technology with H&M Group’s suppliers in Bangladesh, successfully recycling 2.6 tonnes of polycotton waste into Circ® Lyocell and Circ® Polyester. Circ was selected for its blended fiber recycling capabilities as well as its commitment to continuously assess and optimize their process to reduce environmental impact as they scale. The project proved the commercial viability of Circ’s platform within local supply chains and laid the groundwork for this global launch. 

 “Collaborating with key partners on projects like Circ is essential to our vision: to grow our business decoupled from resource use and extraction, with products and materials circulating at their highest value,” said Cecilia Strömblad Brännsten, Head of Resource Use and Circularity at H&M Group.   

“True circularity will require the entire value chain to work together. By integrating Circ’s recycled pulp into  Lenzing’s REFIBRA ™ technology and partnering with H&M Group, we’ve demonstrated how existing mill relationships and fiber platforms can be leveraged to make circular fashion commercially viable,” said Florian Heubrander, Executive Vice President Commercial Textiles at Lenzing Group. 

“H&M Group brings global fashion scale, and Lenzing brings decades of fiber expertise. Together they provide the infrastructure needed to make circular fashion commercially viable,” said Peter Majeranowski, CEO at Circ®. “By working with partners of this caliber, we’re showing how fiber producers and global brands can close the loop at commercial volumes. This builds on our work through the UNIDO SWITCH2CE program with H&M Group, which proved our technology could recycle blended textile waste within local supply chains. What we’re announcing today is the next step of turning pilots into global practice.”   

“Through pilot projects like our collaboration with H&M Group and textile suppliers in Bangladesh, UNIDO helps de-risk investments in innovation that strengthen competitiveness and resilience. By advancing a circular value chain approach through public-private partnerships, we are accelerating climate-smart solutions that can be scaled for lasting impact.” said Mark Draeck, SWITCH2CE Chief Technical Advisor at UNIDO.  

The upcoming products have been developed through collaboration across the supply chain. For the menswear denim, made with TENCEL™ | Circ® with REFIBRA™ technology the fiber was woven into fabric by AGI Denim. For the womenswear fleece sweatshirt, Circ recycled PET chip was converted into polyester staple fiber by Palmetto and then knitted into fabric by Fakir Knitwear. Circ’s technology is designed to fit smoothly into existing manufacturing, allowing partners to adopt circular materials without disruption. Through initiatives such as Circ®-Ready, Circ works with supply chain partners to make circular fashion possible at scale. 

Garment samples from this collaboration will be on display at The Textile Exchange Conference 2025 in Lisbon, Portugal, October 13–17, 2025.  

About H&M Group  

H & M HENNES & MAURITZ AB (PUBL) was founded in Sweden in 1947 and is listed on Nasdaq Stockholm. H&M’s business idea is to offer fashion and quality at the best price in a sustainable way. The group’s brands are H&M (including H&M HOME, H&M Move and H&M Beauty), COS, Weekday (including Cheap Monday and Monki), & Other Stories, ARKET, Singular Society and Sellpy. The group also includes several ventures. For further information, visit hmgroup.com 

About Lenzing Group 

The Lenzing Group stands for the responsible production of specialty fibers based on cellulose. As an innovation leader, Lenzing is a partner to global textile and nonwoven manufacturers and drives many new technological developments. The Lenzing Group’s high-quality fibers are the raw material for a wide range of textile applications – ranging from functional, comfortable and fashionable clothing through to durable and sustainable home textiles. TÜV-certified biodegradable and compostable Lenzing fibers are also ideal for demanding use in everyday hygiene applications. 

The Lenzing Group’s business model extends far beyond that of a traditional fiber producer. Together with its customers and partners, Lenzing develops innovative products along the value chain, adding value for consumers. The Lenzing Group strives for efficient utilization and processing of all raw materials and offers solutions for the transition of the textile industry from the current linear economic system to a circular economy. In order to align its commitment to limiting man-made climate change with the goals of the Paris Agreement, Lenzing has a clear, science-based climate action plan that provides for a significant reduction in greenhouse gas emissions (Scopes 1, 2, and 3) by 2030 and a net-zero target by 2050. 

Key Facts & Figures Lenzing Group 2024 

Revenue: EUR 2.66 bn 

Nominal capacity (fibers): 1,110,000 tonnes 

Employees (full-time equivalents): 7,816 

TENCEL™, LENZING™ ECOVERO™, VEOCEL™, LENZING™, and REFIBRA™ are trademarks of Lenzing AG. 

About Circ® 

Circ® is proving that textile recycling is scalable. With patented textile-to-textile recycling technology, Circ turns discarded polycotton blended fabric into virgin equivalent material. By separating and recovering polyester and cellulose from polycotton, Circ’s breakthrough technology is among the first market-tested solutions for one of the industry’s most common and least recyclable materials. 

Headquartered in Danville, Virginia, with its first industrial-scale facility underway in France, Circ is building the infrastructure for a circular fashion economy at global scale. The company’s technology is backed by leading global investors and its materials, Circ® Lyocell and Circ® Polyester, are already in use through collaborations with leading brands spanning luxury through mass market. 

Circ has been recognized internationally as an Earthshot Prize Finalist, Fast Company Most Innovative Company, BloombergNEF Pioneer, TIME Top GreenTech Company, and a Certified B Corporation. Learn more at www.circ.earth. 

About SWITCH2CE  

The Switch to Circular Economy Value Chains (SWITCH2CE) project supports EU multinationals and their suppliers in adopting circular practices, driving sustainable growth, decent jobs, and climate-resilient development. Co-funded by the European Union and the Government of Finland, and implemented by UNIDO with Chatham House, Circle Economy, and the European Investment Bank, SWITCH2CE focuses on making global value chains more sustainable. 

Building on this global initiative, the H&M Group pilot in Bangladesh is strengthening the local textile supply chain by surfacing, testing, and scaling collection, sorting, and recycling solutions for cotton and polyester. The pilot brings together H&M Group local suppliers and recyclers, and global technology innovators such as Circ® to identify and advance effective circular models for the textile industry. Learn more: www.switchtocircular.eu