Ever since H&M began incorporating its sustainability business model into its ethos, it’s since considered itself a business that’s officially fashion and quality at the best price — and in a sustainable way. You know the song: Reduce, reuse, recycle. But what that means is a green, earnest attempt at weaving sustainability into every aspect of the business, which can’t be said for most fast-fashion brands out there. And the company’s latest denim capsule for its Close The Loop line exemplifies what’s happening on the eco-friendly front right now — and what’s to come in the future.
Starting with its “take-back” program, one of its biggest fast-fashion clean-up projects is the garment collecting initiative, which allows customers to drop off unwanted garments and clothes (of any brand) to its stores, to be recycled by H&M. And the aforementioned six-piece denim line is made from 20% of recycled materials directly from the clothes you’ve been dropping off, with the rest being organic cotton fibers, or cotton from the Better Cotton Initiative program. But why isn’t it produced from all recycled materials, you ask? Well, if you can believe it: the technology just isn’t that advanced yet.
H&M Pencil Skirt, available October 5th at H&M.
H&M Denim Culottes, available October 5th at H&M.
H&M Jeans, available October 5th at H&M.
H&M Denim Overalls, available October 5th at H&M.
H&M Skinny Jeans, available October 5th at H&M.
H&M Denim Jacket, available October 5th at H&M.
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