Textile-to-textile recycler Circ® has entered into a partnership with H&M Group marking the first time the fashion brand will incorporate regenerated fibres from polycotton waste into its product line.

The first products will launch this autumn, starting with a womenswear v-neck fleece sweatshirt made with Circ Polyester, followed by menswear denim crafted with TENCEL™ | Circ with REFIBRA™ Technology available in spring 2026.

“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.”

Cecilia Strömblad Brännsten, Head of Resource Use and Circularity at H&M Group.  

A processing partnership with the Lenzig Group sees Circ’s recycled pulp commercialised through its global supply chain in the form of TENCEL™ | Circ with REFIBRA™ Technology. 

Lenzing’s REFIBRA™ technology uses textile waste as a raw material, alongside 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.

“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 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 textile waste into new fibres.