Words by Helen Sanfey
September 7th, 2015
“Thousands of tonnes of textiles are thrown away each year, 95% could be re-worn or recycled”
Reduce, Reuse, Recycle… That is H&M’s goal for unwanted clothing. The fashion retail store launched its ’Conscious’ campaign in 2013 which aimed to get people to turn their undesired clothing into fashionable pieces for everyone to enjoy. Since then H&M customers all over the world have been exchanging their discarded fashion pieces for vouchers which are redeemable against their next fashion investment.
DoSomething.org and H&M combined forces and have been inspiring everyone from their suppliers to their customers to be part of their journey working towards a better fashion future.
Along with the Conscious campaign, H&M has also created a ‘closed loop system’, turning the old garments into new fashion pieces. The unwanted clothes are sent to the nearest processing plant where they are graded and sorted to be reworked into new statement items.
Following from this, today marks the launch of a unique denim frontier as part of the campaign.
Here’s a sneak peek at the new range:
The new denim collection, made from both recycled and organic cotton, includes three styles of ladies’ jeans, including skinny and distressed ‘girlfriend’ jeans, plus a denim jacket, wide-leg dungarees and a denim boilersuit. For men, there is a zip-up denim jacket and two distressed slim leg jean styles, alongside a pair of joggers in coated denim. The collection also includes styles for children, including a zip-up hoodie with cute animal ears, sequin detail jeans and a hooded shirt.
The ten piece new collection launches in store today and online at www.hm.com
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