Every item in the Conscious Denim collection will feature the “Clevercare” label, which includes planet-friendly laundering suggestions.
Conscious Denim is part of H&M’s long-term commitment to greener fashion, according to Helena Helmersson, the company’s head of sustainability. “We’re so excited about Conscious Denim at H&M,” she says in a statement. “We’ve worked hard to reduce the environmental impact from the washing processes alongside using materials that are more sustainable. The collection is full of great pieces, and proves how sustainability can equal great style.”
The range includes myriad jean cuts and washes (low or high waist, skinny, tapered, or boyfriend-style, to name a few), as well as dungaree-complementary styles such as boilersuits, indigo coats, twill workwear jackets, and knitted “jogger jeans” in organic cotton, organic linen, Tencel, and recycled wool. Two of the styles comprise recycled cotton from its global textile take-back program.
Conscious Denim will be available October 2 in 1,000 stores for women and 700 stores for men worldwide, as well as online at www.hm.com.