This October Swedish retail giant, H&M, will introduce “Conscious Denim,” an extensive line of indigo essentials for men, women, and children that promises to reduce the environmental impact of jeans. To ensure its denim-washing processes cut sustainable muster, H&M consulted with Jeanologia, a Spanish company whose E-Soft technology uses 98 percent less water and 79 percent less energy than traditional denim-finishing techniques.
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 an impressive collection of 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 Tencel boilersuits, indigo wool coats, twill workwear jackets, and knitted “jogger jeans.”
This is not the company’s first encounter with an eco-friendlier denim, earlier this year, H&M launched a five-piece denim capsule using recycled cotton from its global textile take-back program.
The Conscious Denim Collection 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.