Circ launches its first recycled denim collection with H&M, marking a significant industrial milestone

Whilst the textile recycling sector is still seeking a viable model at scale, the first collections emerging from new industrial value chains are beginning to appear on the shelves of international retailers. This shift from the laboratory to the high street lends a new dimension to circular fashion. Circ, H&M, and Lenzing are now taking the next step with the launch of their first men’s denim collection made from recycled textile fibres.

Less than a year after announcing their partnership, Circ- a textile recycling specialist capable of processing cotton–polyester blends- has unveiled the first commercial release from its collaboration with H&M and Lenzing. The collection, comprising two styles of men’s jeans, is now available in Europe, North America, and the Middle East.

Both styles are made from Tencel Lyocell fibres using Refibra technology, which incorporates a cellulosic pulp produced by Circ from recycled textile waste. Each garment therefore contains Tencel Lyocell fibres made with 30% Circ pulp, which is processed by Lenzing before being used by AGI Denim to manufacture the jeans sold by H&M.

An end-to-end circular value chain

Beyond the collection itself, this initial launch embodies a fully integrated value chain, from the recycling of used textiles to their return to the market as new garments.

Using its patented textile-to-textile recycling technology, Circ separates cotton–polyester blends to produce two new raw materials: a cellulosic pulp and polyester monomers. The pulp is then incorporated into Lenzing’s industrial process to manufacture Tencel Lyocell fibres using Refibra technology, before being transformed into denim by AGI Denim and subsequently distributed by H&M.

This collaboration also shows that raw materials derived from textile recycling can be integrated into the existing supply chains of major brands- not by creating parallel production lines, but by utilising the industrial infrastructure already in place.

For the textile recycling specialist, this launch marks an important step in the industrial development of its technology. “This commercial launch demonstrates that fibres derived from textile recycling are now ready to be integrated into the supply chains of major brands,” emphasises Peter Majeranowski, CEO of Circ, who believes this launch proves that “a circular textile value chain can now operate on an industrial scale.”

Lenzing shares this view. “This collaboration demonstrates that by bringing together stakeholders from every stage of the textile value chain, it is possible to bring circular clothing to market,” explains Caroline Ledl, senior director of product operations at the Lenzing Group.

This first commercial launch comes as Circ continues to develop its first European plant in Saint-Avold, in the Moselle region.

Guillaume Thomé, managing director of Circ France, said: “This launch very clearly illustrates the objective of our future textile recycling plant in Saint-Avold. It confirms that brands are ready to incorporate recycled materials into their collections, that our project meets a real market need, and that it represents a genuine opportunity for reindustrialisation.”

According to Circ, this launch paves the way for the development of a European textile recycling sector capable of meeting brands’ needs whilst drawing on existing industrial infrastructure. The textile recycling specialist is already supporting this ambition through 15 partnerships with brands, a rapidly expanding Circ-Ready network comprising 18 partners, and Fibre Club groups designed to accelerate collaboration between the various players in the textile value chain.