H&M has launched its first men’s denim collection featuring TENCEL™ Limited Edition Lyocell fibres produced with 30% Circ® pulp recycled from textile waste, marking a major milestone in circular fashion.
Available in light and dark washes, the new jeans combine the comfort and durability of classic denim while incorporating recycled materials through an innovative textile recovery process. Circ’s advanced technology converts textile waste into recycled cellulose pulp, which is integrated into Lenzing Group’s lyocell fibre production process using REFIBRA™ technology.
Artistic Garment Industries (AGI Denim) has transformed the innovative fibres into finished denim products for H&M, creating a collaborative value chain involving recycling, fibre production, manufacturing, and retail.
The technology addresses one of the biggest challenges in textile circularity by recovering materials from blended polycotton waste, which has traditionally been difficult to recycle at scale. The launch supports the fashion industry’s transition towards reduced dependence on virgin resources and more sustainable production models.
H&M’s commercial launch across selected markets in Europe, North America, and the Middle East highlights growing industry momentum towards circular textiles and recycled fibre adoption.
