Less than a year after announcing their collaboration on scaling textile-to-textile recycled materials, Circ and Lenzing deliver TENCEL™ | Circ® with REFIBRA™ technology to H&M shelves across Europe, North America, and the Middle East
[Danville, VA], July 20, 2026 — Circ today announced that the first men's denim collection featuring TENCEL™ | Circ® with REFIBRA™ technology is now available at H&M, marking the commercial delivery of this unique pilot project first announced in October 2025. Featuring two styles available across the UK, Scandinavia, Central Europe, Eastern Europe, South Europe, Turkey, North America, Mexico, Canada, and the Middle East, the launch brings TENCEL™ | Circ® with REFIBRA™ technology into H&M's standard men's denim assortment for the first time.
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.
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, and expanding globally with its first industrial-scale facility underway in France, Circ is building the infrastructure for a circular fashion economy at 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 to mass market.
Circ has been recognized internationally as an Earthshot Prize Finalist, TIME100 Most Influential Company, Fast Company Most Innovative Company, BloombergNEF Pioneer, TIME Top GreenTech Company, Inc. Best in Business honoree in the Social Good category, and a Certified B Corporation. Learn more at www.circ.earth.
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 set a clear, science-based climate target, which was verified by Science-based Target Initiative (SBTi), for significant reduction of absolute greenhouse gas emissions (Scopes 1, 2, and 3) by 2030 and a net-zero target by 2050.
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