Garments in the collection contain 20-30% recycled cotton which is the maximum amount that can be used today when making new fabric without compromising the quality

Garments in the collection contain 20-30% recycled cotton which is the maximum amount that can be used today when making new fabric without compromising the quality

Swedish fashion retailer Hennes & Mauritz (H&M) has unveiled its latest sustainable clothing collection, featuring classic denim and blue styles made using recycled cotton and wool as part of its mission to create a circular supply chain.

The company's third Close the Loop collection for men, women and kids launched yesterday (29 September) and will only be available online. It is presented in addition to the H&M Conscious collections, which are available throughout the year and include garments made using more sustainable fabrics.

The collection now extends beyond denim to include jersey, fleece, and wool partly made with recycled post-consumer waste. All in all, it includes around 11 garments for woen, ten for men and five for kids. .

Each Close the Loop item is made using recycled wool and cotton from textiles collected in the group's in-store garment collecting initiative, which helps reduce water, land use and chemical use.

Several pieces within the collection are made using over 70% recycled wool H&M says, while other garments contain 20-30% recycled cotton – the maximum amount that can be used when making a new fabric without compromising the quality. The aim is to use more material from recycled post-consumer in the future once technology has improved to allow this. 

The collection also uses Lenzing's recycled Tencel fibre, produced from FSC-certified (certified by the Forest Stewardship Council) cellulose in a closed-loop system.

The new pieces include three styles of jeans for women, from skinny to slim "patchwork" jeans, an oversized denim shirt, wool blend jackets and a sleeveless denim top.

For men, the range includes a denim jacket, wool blend jackets, Selvedge jeans alongside regular and "distressed" skinny jeans, and a jersey shirt. The kids pieces include a printed sweatshirt, denim leggings with button detailing, and super-skinny or biker jeans.

Prices range from GBP19.99 to GBP139.99 for the men's and women's items.

Organic, recycled and Better Cotton together represent 31% of H&M's total cotton use, while sustainably sourced materials represent 20% of the total material used.

Products with the highest sustainability credentials are labelled with H&M Conscious hang tags.

Separately, H&M today (30 September) reported that its earnings tumbled in the third quarter, hurt by increased markdowns and higher purchasing costs from the strengthened US dollar.

H&M Q3 earnings tumble on strong dollar