Reblogging this post from the Wonderful Citizens of Fashion blog. Great to see a big International business such as H&M embracing this. Hopefully more companies will be inspired to follow suit if you’ll pardon the pun.
H&M Conscious Denim ad campaign
On October 2, H&M introduces Conscious Denim, a collection with clean styling and contemporary fits, that not only uses more sustainable materials, but also more conscious processes. In a first for H&M, the washes used on its denim have been graded to assess their environmental impact, including energy and water use. The collection includes pieces for women, men and children, and will be available worldwide in around 1,000 stores for women and 700 stores for men, as well as online.
“We’re so excited about Conscious Denim at H&M. We’ve worked hard to reduce the environmental impact from the washing processes alongside using materials that are more sustainable. The collection is full of great pieces, and proves how sustainability can equal great style,” says Helena Helmersson, Head of Sustainability H&M.
The result is a full collection with modern cuts in deep indigo tones. For women…
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Green Bee 