The latest release from H&M's eco-friendly line is a 16-piece denim collection produced with recycled and organic cotton. The flared dungarees and relaxed, distressed jeans not only tick all the boxes for FW15, but is part of the company's Close the Loop initiative that aims to create a sustainable future for fashion by reducing fabric waste.
Customers of H&M are encouraged to donate their unwanted clothing of any brand by bringing it to their stores, and the cotton from the donations are recycled. Karl-Johan Persson, CEO of H&M said, "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."
If the eco-friendly implications of their denim collection is not reason enough for you to support the intiative, the on-trend designs of the clothing definitely will be.
The denim collection for women, men and children will be available at H&M stores from September.