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May 22, 2019

H&M launches upcycled online Weekday collection

By Beth Wright

Swedish apparel giant Hennes & Mauritz (H&M) has announced its new sustainability project for its Weekday brand is now available as an online exclusive.

The project has seen Weekday designers alter existing designs based on current trends and re-make garments from old collections into new seasonal products that resonate with customers during summer.

The Re-Made capsule collection takes an up-cycling approach to design and is co-created with the H&M group’s Laboratory, the internal innovation department that explores new business models.

The project is one of the ways that the H&M group aims to create a two-way dialogue with its customers and to provide them with sustainable fashion, thus making smarter choices for the environment and creating clothes that are more likely to be loved for longer.

Made exclusively from denim, the Weekday in-house design team started the process by identifying existing garments with the most potential for adaptation, and subsequently created new styles.

Design solutions are as simple as noticing that trends are moving towards denim vests, and therefore removing the sleeves from denim jackets. Afterwards, the left-over materials from those sleeves can be transformed into something completely new, for example, labels.

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