Global fashion retailer H&M has launched its first men’s denim line crafted with TENCEL | Circ with REFIBRA recycled fibers. This release represents the initial commercial rollout of a pilot project originally announced in October 2025, bringing sustainable recycled textile fibre into the company’s regular menswear line. The new H&M recycled denim collection includes two distinct denim styles available in both light and dark washes.
Global Distribution and Supply Chain Integration
The garments are now available in retail stores and online across multiple international markets, including the UK, Scandinavia, Central and Eastern Europe, Southern Europe, Turkey, North America, Mexico, Canada, and the Middle East. This launch marks the first time TENCEL | Circ with REFIBRA technology has been incorporated into standard men’s apparel at H&M.
The project is the result of a multi-company partnership involving Circ, Lenzing, AGI Denim, and H&M, combining textile recycling innovation, fiber manufacturing, and retail distribution.
Discussing the commercial rollout, Circ CEO Peter Majeranowski stated: “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.”
Advanced Textile Recycling Technology and Materials
Each piece in the H&M recycled denim collection incorporates TENCEL Limited Edition Lyocell fibers made using 30% Circ pulp derived from recycled textile waste. Circ’s proprietary textile recycling process separates blended fabrics, such as cotton-polyester materials, into distinct pulp and polyester streams.
The resulting recycled pulp is combined with wood sourced from certified or controlled forests and processed through Lenzing’s proprietary lyocell technology. The finished fibers carry both TENCEL and REFIBRA brand designations, reflecting the inclusion of both pre- and post-consumer waste materials.
Commenting on the joint effort, Caroline Ledl, Senior Director Product Operations at Lenzing Group, 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.”
