H&M is launching classic denim pieces made from recycled cotton

H&M is launching classic denim pieces made from recycled cotton

Swedish fashion retailer Hennes & Mauritz (H&M) is working to close the loop in its clothing supply chain by launching a denim collection made from recycled textile fibres.

The aim, H&M says, is to use more post-consumer recycled material. The retailer's first products made of recycled textile fibres from its Garment Collecting Initiative include jeans and denim jackets, and will launch at the end of February.

The five denim pieces contain 20% recycled cotton which, according to H&M, is the maximum amount that can be used when making new fabric without compromising the quality.

The retailer's short-term goal is to avoid waste and minimise the number of garments that go to landfill. In the long term, it says it aims to find a solution for reusing and recycling all textile fibres for new use.

"The trend is moving more and more towards working with recycled fabrics and as a designer you of course want to work with the latest trends and developments," according to Jon Loman, concept designer working with the recycled denim fabric.

"It feels good to do something that both we and our customers believe in and that benefits the environment."

Any proceeds from the garment collecting project will be donated to the H&M Conscious Foundation. H&M says the money will be earmarked for investments in innovation projects for closing the loop on textiles.

H&M launched the Garment Collecting Initiative in the beginning of 2013, with the aim of limiting the amount of textiles that end up in landfill.