H&M closing the loop with new denim line
H&M is using 20% recycled cotton from collected clothes in its collections
Swedish fashion retailer Hennes & Mauritz (H&M) is preparing to launch a new denim line made using recycled cotton as part of its mission to create a closed loop for textiles.
The 16 styles, for men, women and kids, will launch in September and will be available globally and online. The items are made using recycled cotton from textiles collected in the group's Garment Collecting in-store initiative.
“Creating a closed loop for textiles, in which unwanted clothes can be recycled into new ones, will not only minimise textile waste, but also significantly reduce the need for virgin resources as well as other impacts fashion has on our planet,” said CEO Karl-Johan Persson.
The new pieces, using both recycled and organic cotton, include three styles of jeans for women, from skinny to distressed ‘girlfriend’ jeans, a denim jacket, flared dungarees and a denim jumpsuit.
For men, the range includes a zip-up denim jacket, two distressed slim leg styles, and a pair of joggers in coated denim. The kids pieces include a zip-up hoodie with animal ears, stretch jeans sequined at the knee, a street style hooded shirt, and distressed jeans.
There has been increasing interest in closed loop technology and recycling, and H&M in particular is using 20% recycled cotton from collected clothes in its collections. It is also investing in technology to increase this share, which it hopes to push to 300%.
In April last year, Helena Helmersson, head of sustainability for H&M told just-style about its closed loop mission. "We are working together with our customers to prolong the life of garments," she said. "In the long run we want to find ways to close the loop on textile fibres. We have managed that on a few denim garments so far but we would like to do that on a larger scale."
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