Looks from H&M's Denim United.


Members of the transgender community face many difficulties. The group, which accounts for 0.3 percent to 0.5 percent of the world’s population, or 25 million people, according to the World Health Organization, is more likely to contract HIV and/or AIDS and has a higher risk of suicide than the general population. While fashion might not be the top priority, it’s a challenge for many.

H&M is doing something about that with Denim United, a unisex collection bowing on hm.com on March 23. The Swedish fast-fashion giant characterized the line as normcore, the unisex fashion trend of unpretentious and normal-looking clothing.

Denim United treats his and her clothing as equals, blurring the borders and challenging the prescribed norms of what is considered feminine and what looks masculine. Traditional style is the guiding principle and silhouettes and materials are used interchangeably for men’s wear and women’s wear.

“It’s very natural for us to launch a unisex collection since fashion is constantly evolving and intersecting,” an H&M spokeswoman said. “Today, we see that there are no boundaries in democratic style. Fashion should always be inclusive.”

Denim United’s oversize and casual pieces are designed to mix and match and coordinate well with jackets, overalls and slouchy skirts. The pieces, made from sustainable fabrics, come in a range of washes and treatments, including pinstripe denim and dark wash. Prices range from $19.99 to $49.99.

“The denim pieces combined with high neck T-shirts or an oversize hoodie make for the quintessential normcore look,” the spokeswoman said.

The organic and recycled cotton collection is another step toward H&M’s goal of closing the manufacturing loop. When the retailer began manufacturing apparel made from organic cotton in 2004, it set a goal of increasing its organic cotton use by 50 percent each year through 2013. H&M introduced its first sustainable collection in 2010.

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