Have a pair of jeans that no longer fit? Give them a second life and recycle them! Julie Eno, VP of customer insights at Henry®, joins Host Carol Morgan on the Atlanta Real Estate Forum Radio podcast to discuss Henry®’s unique UltraTouch insulation, made entirely from recycled denim!

How does denim insulation stand out against other alternative insulations on the market?

Denim insulation has been around for several decades, but not as a readily available product to consumers. Through a key partnership that eventually led to the acquisition of denim insulation, Henry® has transformed it from a niche solution into a nationwide product. The company is pleased to offer UltraTouch denim insulation at Home Depot, right alongside traditional fiberglass and mineral wool insulations.

It’s an eco-friendly product that remains soft on consumers and the environment. UltraTouch supports “healthy home” standards and avoids off-gassing and itch associated with other insulation products, while breathing new life into textiles that might otherwise end up in landfills. On top of that, it’s incredibly simple to install.

Eno said, “For us, it’s about bringing a technology that’s been around for a bit and making it accessible to everyone across the country.”

Denim insulation delivers the same reliable thermal performance as any traditional insulation batting, meeting standard R-value requirements like R-13 or R-19. Customers also point out noticeably improved acoustic performance, with the natural cotton fibers absorbing sound and creating a quieter living environment. With no chemical irritants or formaldehyde, denim insulation offers peace of mind for those prioritizing a healthier home and improved indoor air quality. UltraTouch is available at $1 per square foot, which is very comparable to fiberglass insulation that sells between $0.70 and $0.80 per square foot.

“Contractors need products that are available and accessible, and they want to make sure that they can always trust that the product is going to be there when they need it,” said Eno. “Once you see it and you feel it, you really believe it. I think that’s part of getting contractors to try something new, and it’s important for us as a manufacturer to make sure that it’s readily available where they need it and where they’re shopping.”

How does Henry® acquire so much denim?

Henry® works closely with large-scale textile recyclers who collect materials through donation programs and collection bins, ensuring a steady flow of post-consumer denim. A major part of this effort comes from its partnership with Cotton Incorporated’s Blue Jeans Go Green™ program, which collaborates with popular retailers like Madewell, American Eagle, Carhartt and even Zappos to make denim recycling easy and accessible.

Eno said, “There is tons of textile waste, which is a huge problem in the United States, so we’re grateful for the opportunity to divert that from landfills and reuse it for something good for your home.”

What does the process of recycling denim look like start to finish?

Curious how your blue jeans transform into insulation? Eno breaks it down into four steps:

Henry® receives bundles of denim from its partners and loads them onto a conveyor belt at the manufacturing plant.As the denim is refined and broken down by machines, it returns to its initial, fibrous state. All zippers, buckles and other hardware are removed and recycled during this phase.The denim is cleaned and treated with a natural fire retardant, ensuring it meets the Class A fire rating.Finally, the denim is crafted into batts and distributed.

Where is the insulation industry headed in the next five to 10 years?

Homeowners and builders alike are increasingly prioritizing healthier, low-carbon materials that reduce environmental impact while still meeting energy efficiency standards. That demand is only expected to grow, driven by consumer preference for sustainable products that go beyond thermal performance to support a truly holistic home. This includes insulation that contributes to quieter spaces, cleaner indoor air and reduced embodied carbon in buildings.

At the same time, labor savings are becoming a major focus, with interest in solutions that streamline installation, such as integrated panels that combine multiple functions into one step. For Henry®, the commitment is clear: continue innovating with sustainable building materials that not only support energy and health goals but also save contractors time and deliver what today’s homeowners are asking for.

Tune into the full episode to learn more about how denim insulation is transforming the insulation industry. For more information about Henry®, visit https://www.Henry.com/.

About Henry®

Henry®, A Carlisle Company, has been shaping the building products industry since 1933. Starting in Los Angeles, California, the company has grown into a leading North American provider of Building Envelope solutions. In 2021, Henry® became part of Carlisle (NYSE: CSL), bringing together nearly 200 years of expertise.

Now serving as the flagship brand of Carlisle Weather Technologies (CWT), Henry® offers a broad portfolio, from waterproofing, air and vapor barriers and sealants to roofing underlayments, spray foam systems, insulation and specialized industrial products. Together with Carlisle, Henry® is driving innovation in building science—delivering integrated solutions that improve efficiency, sustainability and comfort in buildings of every scale.

Podcast Thanks

Thank you to Denim Marketing for sponsoring Atlanta Real Estate Forum Radio. Known as a trendsetter, Denim Marketing has been blogging since 2006 and podcasting since 2011. Contact them when you need quality, original content for social media, public relations, blogging, email marketing and promotions. A comfortable fit for companies of all shapes and sizes, Denim Marketing understands marketing strategies are not one-size-fits-all. The agency works with your company to create a perfectly tailored marketing strategy that will suit your needs and niche. Try Denim Marketing on for size by calling 770-383-3360 or by visiting www.DenimMarketing.com.

About Atlanta Real Estate Forum Radio

Atlanta Real Estate Forum Radio, presented by Denim Marketing, highlights the movers and shakers in the Atlanta real estate industry – the home builders, developers, Realtors and suppliers working to provide the American dream for Atlantans. For more information on how you can be featured as a guest, contact Denim Marketing at 770-383-3360 or fill out the Atlanta Real Estate Forum contact form. Subscribe to the Atlanta Real Estate Forum Radio podcast on iTunes, and if you like this week’s show, be sure to rate it. Atlanta Real Estate Forum Radio was recently honored on FeedSpot’s Top 100 Atlanta Podcasts, ranking 16th overall and number one out of all ranked real estate podcasts.