Set to hit stores at the start of next month, the Swedish fashion giant's eco-friendly jeans will catch the eye of green fashion fans.
Launching online and in stores on October 2, H&M's Conscious Denim is the latest addition to the Conscious Collection, and the newest development in the brand's attempts to clean up fast-fashion's reputation for environmentally iffy production. And the brand picked its target well: when it comes to jeans, it's not just about the raw materials, but also the processes used to treat them (denim washing is notoriously resource intensive).
"We've worked hard to reduce the environmental impact from the washing processes alongside using materials that are more sustainable," explained Helena Helmersson, the company's Head of Sustainability. "The collection is full of great pieces, and proves how sustainability can equal great style," she adds.
Arriving in a deep indigo color with "clean styling and contemporary fits", the women's jeans include boyfriend cuts, skinny jeans, and tapered ankle styles, which sit alongside jogger jeans in knitted indigo, and a tencel boilersuit. The men's 5-pocket style jeans come in a range of fits, with denim jackets, workers jackets and a wool coat also available. And the kids aren't left out either, with more styles including jeans and dungarees.
It's a growing trend: Levi's previously unveiled their 'Water<Less' and 'Waste<Less' styles, which use a mix of recycled materials and a vast reduction in the volume of water needed to process denim to reduce the jeans' environmental impact, and the G-STAR RAW for the Oceans range incorporates Bionic Yarn, a fiber created from recycled plastic harvested from the ocean, into jeans.