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H&M launches circularity-driven men’s denim collection

BTJ Desk Report
H&M launches circularity-driven men's denim collection

Sweden-based multinational clothing brand H&M has unveiled a limited-edition denim collection that aligns with circular fashion, media reported.

According to the reports, the assortment is the first men’s denim collection made from eco-friendly fabrics using CIRCULOSE Viscose and TENCEL Lyocell with REFIBRA technology.

However, in circular fashion, products are designed to not just last longer but also be recyclable and biodegradable.

According to the insiders, CIRCULOSE Viscose is a cellulose fibre prepared from discarded textiles, like old jeans, and wood, while TENCEL Lyocell with REFIBRA technology is a cellulose fibre derived from upcycled cotton scraps and wood.

When these textiles are used with recycled cotton, the resulting fabrics are not just sustainable but also extremely comfortable — even more than pure cotton, they added.

The eight-piece capsule takes after the denim culture in the Far East and classic American workwear.

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, the media added.

The capsule collection is available in selected H&M stores and on their official website.


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