H&M unveils Conscious Denim line

Saving the world, one Canadian tux at a time.

In a bid to counter-act fast fashion’s less than sterling reputation for sustainability, H&M has announced a new addition to its ongoing Conscious Collection: Conscious Denim.

The all-denim line will consist of 40 indigo separates made from organic and recycled materials, including a fabric made with wood pulp from sustainable tree farms. Each piece will contain 20 per cent recycled cotton (the maximum without compromising quality) and will work to lessen the resource-intensive denim washing process.

More importantly, the line is totally wearable. The collections for women, men and children use clean styling and contemporary fits to create a series of modern, ready-to-wear looks, including drop-crotch joggers and a surprisingly chic boilersuit.

The series is set to drop October 2nd and will be available worldwide.

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