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H&M Goes Deep in Recycled Denim

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“Remember, waste isn’t waste until you actually waste it.”

That’s the message behind the H&M Recycled Denim collection, its most recycled-intensive collection to date.

Available now, the 10-piece women’s offering spans Gen Z favorites like baggy jeans, loose straight jeans, a Trucker jacket, an oversized overshirt, a bucket hat and tote bag—all made from 100 percent recycled fabrics, threads, labels and pocketing. The collection is also partly made with recycled metal zippers and trims.

For the tops and bottoms, H&M incorporated pre-consumer recycled cotton from industrial waste cuttings and post-consumer recycled cotton from collected garments, some with recycled polyester. The accessories are made entirely from fabrics that have been cut and re-used from production rejections.

The washing technique used for the garments has a low environmental impact and is free from harmful chemicals, the company added.

Jeans are available in sizes 0-18. The collection retails from $24.99-$39.99.

With a focus on refined patchwork details and ’90s-inspired denim fits and washes, including vintage light blue, “normcore” mid-blues, dark vintage blues, vintage blacks and cool grey, the new women’s collection is about “highlighting the possibilities of recycled materials and providing denim lovers around the world even more choices in sustainability,” H&M stated.

In its online magazine, the brand describes the Recycled Denim collection as a time-saving alternative to searching for the perfect-fitting vintage jeans. Reusing both production waste and collected garments, however, is a vital part of H&M’s ambitions to move to a circular production system. The company’s 2020 Jeans Redesign collection and its investment in Infinited Fiber Company, the maker of regenerated Infinna fiber, exemplify this effort.

This month H&M Group was named a Global Compact LEAD, which demonstrates an ongoing commitment to the United Nations Global Compact and its Ten Principles for responsible business.