Betting on regenerated fibers is a must every brand will have to get increasingly used to. An example of how this could become the norm is a new denim line just launchedby H&M through its physical stores and online. This is possible thanks to a collaboration by Circ using new generation cellulose-based fibers by Lenzing–Tencel Lyocell and Refibra technolgy.

The new line features two men’s jeans styles–in light and dark washes–available across the UK, Scandinavia, Europe, Turkey, North America, Mexico, Canada, and the Middle East.

Each garment contains Tencel Limited Edition Lyocell fibers produced with 30% Circ pulp recycled from textile waste.

The partnership is involving Circ’s textile-to-textile recycling technology, Lenzing’s fiber production expertise, AGI Denim’s manufacturing competence, and H&M’s global retail platform.

“This launch is proof that recycled textile fiber would be ready for mass-market supply chains. Getting here required solving for quality, supply, and commercial viability simultaneously,” commented Peter Majeranowski, CEO, Circ.

“Every step in this chain, from Circ pulp to Lenzing fiber to AGI Denim manufacturing to H&M shelf, had to work. This launch shows it can,” he added.

“We are proud to work with pioneers like Circ to showcase innovation on a pilot production level, making fibers available for commercial garments. We continue to keep our commitment to exploring collaborations with innovators, bringing new Tencel fibers on the market via pilot-scale productions,” commented Caroline Ledl, senior director product operations, Lenzing Group.

Circ’s patented process separates blended textile waste–including cotton-polyester garments that have historically resisted recycling –using a Lenzing fiber that carries both Tencel Lyocell and Refibra.

“We are proud to work with pioneers like Circ to showcase innovation on a pilot production level, making fibers available for commercial garments. We continue to keep our commitment to exploring collaborations with innovators, bringing new Tencel fibers on the market via pilot-scale productions,” commented Caroline Ledl, senior director product operations, Lenzing Group.

Circ is a US company from Danville, Virginia, that has been expanding globally with its first industrial-scale facility underway in France.

Its patented textile-to-textile recycling technology turns discarded polycotton blended fabric into virgin equivalent material. By separating and recovering polyester and cellulose from polycotton, Circ’s technology is among the first market-tested solutions for one of the industry’s most common and least recyclable materials.