LET’S MAKE BETTER DENIM: H&M DROPS A CIRCULARITY-DRIVEN CAPSULE COLLECTION

H&M is introducing denim with circularity-driven innovation: A limited-edition drop is the first men’s denim collection constructed from fabrics with Circulose Viscose and Tencel Lyocell with Refibra technology. The eight-piece capsule will be available at select H&M stores and at hm.com.

By exploring new, innovative materials, H&M is continuously pursuing the goal of a closed-loop fashion economy. Circulose Viscose is a cellulose fiber created from discarded textiles, like old jeans, and wood. Tencel Lyocell with Refibra technology is a cellulose fiber made from part upcycled cotton scraps, and part wood. Adding these into a denim context — together with recycled cotton — creates fabrics that are more sustainable, surprisingly soft to the touch, and more fluid than those made purely from cotton.

This unique denim expression has been interpreted into superiorly comfortable garments inspired by the denim culture in the Far East and classic American workwear. Wide-cut silhouettes are styled in relaxed tonal sets, giving a dignified nod to the contemporary streetwear aesthetic. The collection features four pairs of loose-fit five-pocket jeans, two oversized button-down shirts, one oversized workwear jacket, and one hooded zip jacket, all coming in muted indigo tones with a clean stonewashed finish.