On October 5, 2017, H&M launched its fourth Close the Loop Denim Collection, a limited edition and online exclusive women’s wear line made of sustainable cotton, exclusively on its website. The collection consists of six pieces that contain recycled fibres, obtained from the Garment Collecting Initiative. Based on a modern vintage vibe, there are three different styles of jeans, a midi-skirt, wide-leg dungarees and an oversized jacket.
By creating a closed manufacturing loop, H&M aims to save on the natural resources used in the production of fabrics while limiting the amount of textile waste that goes into landfill.
Uniting sustainability with style
Every year H&M also launches the high-end environmentally Conscious Exclusive collection. It aims to have all cottons come from sustainable sources by 2020. Since 2013, the company has collected over 40,000 tonnes of garments through its garment collecting initiative worldwide. Unwanted garments—no matter what brand and what condition—can be dropped off in all H&M stores. And Swedish retailer was recently ranked as one of the top-performing brands in the Pesticide Action Network UK’s Sustainable Cotton Ranking 2017 report.
Inspired by the return of vintage denim on the streets and social media, our aim is to capture the sentimentality of much-loved denim pieces but put a thoroughly modern twist on it. And, of course, we’re thrilled that the whole collection contains recycled cotton.
—Ann-Sofie Johansson, Creative Advisor at H&M
It’s estimated that in the UK alone, an estimated £1 billion worth of mostly recyclable clothing goes to landfill every year. H&M isn’t going to save the world with its initiatives as fast fashion compels shoppers to discard and buy new with every fashion cycle. But it is trying to work with businesses, with its global supply chain and with consumers to make fashion more sustainable going forward. For more information about H&M’s sustainability commitments, please visit the website.
And perhaps before buying more clothes, ask yourself if you really need to.
Be the change you wish to see in the world.
—Mahatma Gandhi, not referring to your wardrobe
There are no rules in fashion, but one: Recycle your clothes.
Written By: Adriane Rysz