OUT WITH THE OLD: Fast-fashion giant Hennes & Mauritz AB is set to launch the first products made from the fibers of used clothing collected through its garment recycling initiative, launched in February 2013.
The capsule collection, composed of five classic denim pieces for men and women, will be available in selected stores at the end of February.
The line comes on the heels of the retailer’s Conscious Collection of environmentally sustainable clothing, launched in 2011. It is the result of a yearlong program in which the Swedish retailer encouraged customers to donate unwanted clothing to any of its retail locations in all 53 of its markets.
H&M said its short-term goal is to prove it is possible to “close the loop” on textile production by eliminating waste and decreasing the environmental impact of the fashion industry. Long-term, it hopes to find a solution for the reuse and recycling of textile fibers.
“We are working increasingly with recycled materials, and as a designer, it is very important to create pieces taking into account the latest trends, but also technical developments in this field,” said H&M designer Jon Loman. “We are proud to offer environmentally friendly products, in which our clients and we believe.”
H&M has so far collected close to 7.7 million pounds of used clothing worldwide, according to its Web site, hm.charitystar.com.