H&M will introduce 16 new denim styles made using recycled cotton from textiles collected in the Garment Collecting initiative in H&M stores in September 2015. The pieces for men, women and kids, are the latest steps toward H&M’s goal towards preserving the environment by creating a closed loop for fashion.
“Creating a closed loop for textiles, in which unwanted clothes can be recycled into new ones, will not only minimize textile waste, but also significantly reduce the need for virgin resources as well as other impacts fashion has on our planet,“ says Karl-Johan Persson, CEO of H&M.
The new denim pieces are made from recycled cotton and organic cotton. For women there are three (3) styles of jeans, from skinny to distressed ‘girlfriend’ jeans, plus a denim jacket, flared dungarees and a denim jumpsuit.
For men, there is a zip-up denim jacket, alongside two distressed slim leg styles, and a pair of joggers in coated denim.
For kids, there is a zip-up hoodie with cute animal ears, along with stretch jeans sequined at the knee, or a street style hooded shirt, with distressed jeans.
With environmental preservation in mind, H&M wants to create a closed loop for its textiles, in which the fabrics from unwanted clothes can be recycled into new ones. The aim is to reduce the environmental impact of the fashion industry, by limiting waste that goes to landfill and saving on natural resources used in the production of fabric.
Since 2013, H&M customers worldwide have been able to bring unwanted clothes from any brand into its stores as part of its Garment Collecting Initiative. This initiative has garnered positive response with over 18,000 tonnes collected globally.
Currently H&M is able to use 20% recycled cotton from collected clothes, and is investing in new technology to increase this share without losing quality. H&M has a target to increase the number of garments made with at least 20% recycled fabric by 300% compared to 2014.
The products will be available in all stores worldwide, as well as online from September 2015.
More info at www.hm.com
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