It’s rare to see the words ‘sustainable’ and ‘fast fashion’ mentioned in the same sentence, but H&M is taking steps in the right direction with the release of a sustainable denim collection.
Since 2013, the brand has committed to sustainable initiatives, including a ‘take back’ program, which allows customers to drop off unwanted garments and clothes (of any brand) to be recycled.
Now, H&M has just released a six-piece denim line, made from 20 per cent recycled materials – sourced from the clothes customers have been dropping off in-store.
Available from October 5, the Close The Loop collection consists of denim jackets, jeans, overalls and skirts.
Expect vintage styles with a modern twist, including raw hems, cropped flare denim and frayed skirts.
According to the brand’s 2016 sustainability report, H&M collected 16,000 tonnes of post-costumer waste in the last year. By 2020, its goal is to collect 25,000 tonnes annually. It also aims to use only recycled or sustainability-sourced materials in all its products by 2030.
It’s a great step forward for a ‘fast-fashion’ retailer, let’s just hope other brands choose to follow suit.