H&M‘s new Conscious Denim collection, featuring a clean style and contemporary fit, includes pieces for women, men and children and will be available October 2.
Less water, less energy, less processed – the Conscious Denim Collection is a more sustainable collection with high fashion denim wear for women, men and kids. With this collection H&M takes a new step in our continuous work to improve the production of denim wear by combining more sustainable materials with more sustainable production. The Conscious Denim garments are made of fabrics such as organic cotton, organic linen and recycled wool, with water and energy-efficient washing processes to minimise their environmental impact.
The result is a clean-cut collection with contemporary fits in deep indigo tones. Women’s wear includes all the essential jeans styles of the season.
“We’re so excited about Conscious Denim at H&M. We’ve worked hard to reduce the environmental impact from the washing processes alongside using materials that are more sustainable,” commented Helena Helmersson, Head of Sustainability H&M. “The collection is full of great pieces, and proves how sustainability can equal great style.“
The result is a full collection with modern cuts in deep indigo tones. For women, Conscious Denim has the essential styles of the season, from low-waisted or high-waisted skinny jeans to boyfriend cut and tapered ankle. Alongside these denim essentials, there are also pieces made from conscious materials that wear just like denim, to create the full look. Jogger jeans in knitted indigo have the softness of sweatpants, while an indigo boilersuit in Tencel has a sharp, slim fit.
For men, classic 5 pocket styles in raw denim are joined by jeans in different cuts and washes. As well as a deep indigo denim jacket, there’s a twill workers jacket while an indigo wool coat is the perfect outer layer for the season. Meanwhile for kids there are different styles, including jeans and dungarees, all in conscious materials. 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.