H&M is launching a new collection that uses more sustainable materials and also more conscious processes. On October 2nd, the Conscious Denim at H&M Collection launches for women, men and children, and will be available worldwide in around 1,000 stores for women and 700 stores for men, as well as online.
When creating Conscious Denim, H&M used criteria from Spanish denim consultants Jeanologia to test its denim washing processes, including water consumption and energy consumption. To meet the Conscious Denim standards at H&M, the materials have to be more sustainable, and the washes have to achieve the highest status according to Jeanologia’s criteria.
For women, the key styles of the season feature low-waisted or high-waisted skinny jeans, boyfriend cut and tapered ankle, jogger jeans and an indigo boilersuit. To complete the outfit, there are also denim inspired pieces made from conscious materials. For men, there are classic 5 pocket styles in raw denim, deep indigo denim jacket, twill workers jacket and an indigo wool coat. Kids styles include jeans and dungarees, all in conscious materials. There’s something for the entire family, great style options and environmentally conscious.
More photos after the jump…
