H&M’s ‘Go Green, Wear Blue‘ collection promises sustainability, consisting of organic and recycled cotton denim that doesn’t impact so detrimentally on our eco systems. This new conscious collection for men and women, uses recycled cotton from the clothing company’s own recycling scheme which began at the start of 2014. Most importantly, water and energy use within production has been greatly reduced, while climate smart cellulose tencel has been incorporated into the designs.
“We have worked hard to reduce the environmental impact from washing processes alongside more sustainable materials.”
The collection includes a variety of casualwear designs in a number of indigo tones, clean styles and modern cuts. Spanish apparel consultants Jeanologia, that specialise in product and process development, tested the collection’s denim washing techniques, finding that H&M has achieved the highest standards of energy and water consumption.
Once again, it’s a green foot forward for the highstreet retailer, who manages to mix sustainability with style in accessible, contemporary ways.