With the H&M x Simone Rocha collaboration the talk of the town, you'd be forgiven for forgetting the brand's latest collection with Lee. But, we’re here to offer the perfect reminder.
As high street brands go, H&M’s collaborations are unanimously excellent – we’ve seen everything from the likes of Balmain and Erdem to Alexander Wang and Vampire's Wife. So, we had high expectations when news dropped of H&M's partnership with Lee.
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Heralded as H&M's most conscious effort yet to tackle sustainability, the collection boasts the brand’s first 100 per cent recycled cotton jeans, made from 80 per cent post-industrial waste and 20 per cent consumer waste. As well as a non-cotton denim jacket we got our hands on, which is made from lyocell, a sustainable fibre made from wood pulp.
The sustainable focus doesn't stop there. In a bid to increase transparency, H&M is sharing the Life Cycle Assessment (LCA) of the entire collection for the first time, highlighting water, CO2 and energy usage across the entire production of each item, from raw materials to end of use.
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This shift towards a more sustainable approach to denim is particularly welcomed since WRAP, a charity helping businesses and communities achieve a circular economy, reports that it takes between 10,000 and 20,000 litres of water to create enough cotton for just one pair of jeans. This water waste contains harmful chemicals and coloured dyes, which enters waterways and causes destruction to ecosystems and local communities.
The new sustainable collection is good news as it proves that brands are becoming increasingly aware of the need for change and developing products in accordance with demand. But, it is important to remember that H&M is, of course, a fast fashion brand, which will never be entirely sustainable owing to the vast number of items continually produced.
Despite this, making denim from recycled fabric is, of course, commendable and an exciting step in the right direction for a leading high street brand, one we hope that other retailers take note of.
But, the brand's transition towards more sustainable practices isn’t the only thing that’s laudable, as the new collection is also more size inclusive, with many of the pieces being sold in sizes up to 4XL.
The collection itself is a range of reimagined Nineties staples, think mom jeans, cropped jackets, denim corsets and bucket hats, as well as long sleeve crewneck tees and sweaters. We got our hands on some the key pieces ahead of its release so that you can make your mind up as to whether to invest. But, spoiler: we're into it.
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