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LYCRA® FREEF!T® Technology Brings Soft Stretch and Shape Retention to New H&M Premium Menswear Denim

Mar 13, 2020

A new range of men’s slim and skinny-fit jeans powered by LYCRA® FREEF!T® technology is now available from H&M online and in stores worldwide in several washes, including dark denim, light blue denim, dark grey, no-fade black and dark blue.

LYCRA® FREEF!T® technology delivers soft, super-generous stretch and long-lasting shape retention. Designed with both LYCRA® T400® and LYCRA® fibers and fusing seamlessly with cotton, these jeans are less compressive on the body than standard stretch denim, which allows for greater comfort and freedom of movement and a natural, cottony hand.

“One of the most unique things about LYCRA® FREEF!T® technology is that it combines two opposing concepts – soft stretch and excellent shape retention, to give men the best of both worlds,” said Silvia Toledo, senior strategic account manager, The LYCRA Company. “We’re thrilled to see one of The LYCRA Company latest innovations in denim used in H&M’s PREMIUM QUALITY range only just over a year after we unveiled it to European retailers at Kingpins show.”

LYCRA®, T400®, FREEF!T® are trademarks of The LYCRA Company.


The LYCRA Company Silvia Toledo North EMEA Denim Senior Account Manager +34 93 237 92 84 Barcelona SPAIN