H&M launches denim collection using Circ textile-to-textile recycling

The collection, now available across major markets including the UK, North America, and the Middle East, features garments containing 30% Circ pulp derived from textile waste. This collaboration represents a significant milestone for the industry, moving beyond pilot projects to integrate next-generation materials into H&M’s standard assortment. According to Peter Majeranowski, CEO at Circ, the development required solving for quality, supply, and commercial viability simultaneously to ensure the process functioned from pulp to shelf.

Caroline Ledl, Senior Director of Product Operations at Lenzing Group, noted that the initiative highlights the necessity of aligning players across the entire supply chain to deliver circular garments to consumers. By utilizing TENCEL | Circ with REFIBRA technology, the partners aim to demonstrate that recycled fibers are viable for large-scale production. The collection is currently available through HM.com and select retail stores.