Swedish
retailer H&M have become known for taking innovative steps to reduce waste
and promote eco-friendly products, pushing what other similar companies to
follow suit. Now they've gone even further to promote a green planet. H&M
are launching a new 5-piece eco denim collection for men which will be made up
entirely of recycled clothing donated to the company. Consisting of jeans,
jackets and other denim items, the capsule collection hits stores in February
and will be priced between £24.99 and £29.99.
H&M
have been working closely with Swiss company I:Collect who recycle and
process used textiles. H&M stated that they intend to "close the
loop" when it comes to recycling clothing, adding that many items that are
thrown out could easily be used again: “95 per cent of these clothes could
be used again; re-worn, reused or recycled – depending on the state of the
garment.”
H&M
designer Jon Loman commented on the idea: “We are working increasingly
with recycled materials, and as a designer, it is very important to create
pieces taking into account the latest trends, but also technical developments
in this field. We are proud to offer environmentally friendly products, in
which our clients and we believe.”
The
collection will be available both online and also in selected stores. Capital
raised from the collection will even be reinvested as H&M continue to
search for new solutions to cut back on waste and produce greener clothing,
they hope to invest in researching the possibility of making their products from
more sustainable sources.
