H&M has introduced a sustainable denim collection

Close the loop.

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.


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