Polycotton textile-to-textile recycler Circ announces sourcing partnership with H&M Group

Circ reports a collaboration with H&M Group. For the first time, the retailer will incorporate Circ’s recycled fibers from polycotton textile waste into its product offerings.

The first products debut during the autumn, with a womenswear v-neck fleece sweatshirt made with Circ polyester and expands in spring 2026 with menswear denim crafted with TENCEL | Circ with REFIBRA technology. 

The Lenzing Group, a provider of regenerated cellulose fibers, plays a central role in this partnership. For the first time, Circ’s recycled pulp will be commercialised through Lenzing’s global supply chain in the form of the aforementioned tech 

Lenzing’s REFIBRA technology uses textile waste as a raw material, in addition to wood sources from certified or controlled origins. Within this partnership the Lyocell fiber branded under TENCEL | Circ with REFIBRA technology is crafted with 30% Circ pulp from recycled textile waste.

This builds on the global SWITCH2CE programme led by the United Nations Industrial Development Organisation (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, recycling 2.6 tonnes of polycotton waste into Circ Lyocell and Circ Polyester.

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

“True circularity will require the entire value chain to work together. By integrating Circ’s recycled pulp into  Lenzing’s REFIBRA technology and partnering with H&M Group, we’ve demonstrated how existing mill relationships and fiber platforms can be leveraged to make circular fashion commercially viable,” says 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,” says Peter Majeranowski, CEO at Circ.

“By working with partners of this calibre, we’re showing how fiber producers and global brands can close the loop at commercial volumes. This builds on our work through the UNIDO SWITCH2CE programme with H&M Group, which proved our technology could recycle blended textile waste within local supply chains. What we’re announcing today is the next step of turning pilots into global practice.”   

2025 RTIH INNOVATION AWARDS

Green retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.