PARIS — Hennes & Mauritz AB is deepening its commitment to greater sustainability with the launch of Conscious Denim.
This story first appeared in the September 17, 2014 issue of WWD. Subscribe Today.
The collection for women, men and children will launch worldwide on Oct. 2 in about 1,000 stores for women and 700 stores for men, as well as online.
In a first for the Swedish fast-fashion chain, the washes used on its denim were assessed in terms of their environmental impact, including water and energy use, using standards drafted by Spanish denim consultants Jeanologia.
“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,” said Helena Helmersson, head of sustainability at H&M.
The women’s collection features styles ranging from skinny to boyfriend to tapered, and are complemented with pieces from sustainable materials, such as an indigo boilersuit made from Tencel.
The men’s line includes classic five-pocket styles in raw denim, in addition to jeans in various cuts and washes and additional items like a twill workman’s jacket.
The garments will feature the Clever Care label, which directs customers to a Web site that provides tips on how to minimize the impact of garment care through measures like lowering wash temperatures and reducing the use of dry cleaning.
The denim line is an offshoot of the retailer’s Conscious Collection, launched in 2011, which uses fabrics such as organic cotton, organic linen, Tencel and recycled polyester. H&M last year also launched a global garment collection initiative that allows customers to drop off their used clothing at its stores.