H&M is “closing the loop” this fall with a new range of dark and edgy denim for men, women and children. In September, H&M introduce 16 new denim styles made using recycled cotton from textiles collected in the Garment Collecting initiative in H&M stores.
H&M began calling for customers to bring unwanted clothes from any brand into its stores to recycle in 2013. The company aims to reduce the environmental impact of the fashion industry by limiting the amount of garments in landfills, and by saving natural resources used in the production of fabric.
So far over 14,000 tons of clothing has been received through the Garment Collecting initiative. H&M is able to use 20 percent of recycled cotton from the collected clothes, and is investing in new technology to grow this share without sacrificing quality. The company has a target to increase the amount of garments made with at least 20 percent recycled fabric by 300 percent compared to 2014.
“Creating a closed loop for textiles, in which unwanted clothes can be recycled into new ones, will not only minimize textile waste, but also significantly reduce the need for virgin resources as well as other impacts fashion has on our planet,” said H&M CEO Karl-Johan Persson in a press release.
The new collection features mostly dark wash, gray and black denim garments made from recycled cotton and organic cotton. Highlights in the women’s collection include skinny and distressed girlfriend jeans, flare dungarees, a denim jumpsuit with zipper pockets and a faded black denim jacket with a cozy collar. The men’s line offers a zip-up denim jacket, a pair of coated denim joggers with a leather look and two distressed slim leg styles.
For kids, the brand plays up denim’s fun factor with a quilted zip-up hoodie with animal ears, stretch jeans embellished with sequins and a schoolyard-friendly hooded denim shirt.