Swedish fashion retailer Hennes & Mauritz has partnered with Ginetex, the International Association for Textile Care Labelling, to launch a new care label for its clothing products.

The Clevercare label and sunflower symbol already appear on the care labels of some H&M products, and will be extended to most H&M products by the end of the year. Items that will be excluded from the scheme include underwear and home items, as these often have to be washed at higher temperatures for hygienic reasons.

"We chose to collaborate with Ginetex in order to create awareness about the climate impact of the user phase in a garment's life, and encourage behavioural change to reduce the environmental footprint of fashion consumption," a spokesperson for H&M told just-style.

"At H&M we work hard to produce, transport and sell our products with as little impact on the environment as possible, and we work on constant improvements to be at the forefront of the industry," the spokesperson added.

The Clevercare label can be used by all fashion companies using Ginetex’s care labelling system, and reminds consumers to consider a wide range of actions when they wash and care for their clothes.