H&M has introduced a new denim collection that demonstrates the growing commercial potential of textile-to-textile recycling technology. The retailer has launched two men's straight regular jeans made with Tencel | Circ with Refibra technology. The partnership aims to combine Circ’s advanced textile recycling technology with Lenzing’s fibre production process to create recycled lyocell fibres.

Circ’s recycling technology separates blended textile waste, including cotton-polyester garments that have traditionally been difficult to recycle, into two material streams, dissolving pulp and polyester monomers. The recycled pulp is then combined with wood from certified sources in Lenzing’s lyocell manufacturing process to produce fibers that contain both pre- and post-consumer textile waste. These fibers are marketed under the Tencel brand with Refibra technology.

The denim fabric used in the collection was produced by AGI Denim, a vertically integrated denim manufacturer based in Karachi, Pakistan, known for adopting new fibre technologies.

"This collaboration shows that when companies across every stage of the textile supply chain work together, circular garments can successfully reach consumers," said Caroline Ledl, Senior Director of Global Product and Application Management at Lenzing Group.

According to H&M’s product description, the jeans are made from 62% cotton, 22% rayon, and 16% lyocell. The company states that the fabric includes Tencel Limited Edition Lyocell fibres produced using 30% Circ recycled pulp recovered from textile waste.