Every Conscious Exclusive collection brings H&M that much closer to its 2030 goal of only using 100 percent recycled or other sustainably sourced materials in its collections. The Swedish retailer develops and tests new technology for Conscious Exclusive that it hopes can have wider applications across the company. H&M on Sept. 27 will launch online its eighth sustainable collection and first for the fall season, filled with recycled cashmere sweaters and pieces made from recycled polyester disguised to look and feel like velvet.
“We’re pushing the boundaries of fashion and sustainability,” said Cecilia Brännsten, environmental sustainability manager of the H&M group. “We’re using new materials that we later on can scale. We’re now one of the largest users in the world of Tencel and recycled polyester.”