H&M is taking another step towards sustainable fashion by adding a denim component to its Conscious Collection (which launched in 2011). Conscious Denim, a collection for men, women and children, will launch worldwide on October 2 in stores and online. The Swedish fashion chain assessed the washes used on its denim in terms of environmental impact. Using standards elaborated by Spanish denim consultants Jeanologia, H&M “worked hard to reduce the environmental impact from the washing process alongside using materials that are more sustainable,” according to Helena Helmersson, head of sustainability at H&M.
The women's collection features all styles from skinny to boyfriend, while the men’s line includes classic five-pocket styles in raw denim. Each garment will have the Clever Care label, which directs customers to a website that provides tips about how to care for their garment through sustainable practices like lowering wash temperatures and reducing the use of dry cleaning.