Encouraged by the growing demand for loungewear and sustainable fashion H&M has linked with Lee jeans for kids wear and a loungewear deal with Yrsa Daley-Ward. The Lee kids’ collection is a holistic collaboration with advances at every stage of design and production, with every single material made more sustainable. For the first time, it will also share Life Cycle Assessment (LCA) data on hm.com indicating the water, C02 and energy impact of each denim garment from raw materials to end of use.
The collection features, jeans, jersey pieces and accessories, with a 80s and 90s throwback feel. It includes relaxed-cut jeans, as well as a workwear influence in dungarees, dungaree dresses and jeans with cargo pockets. There’s a kids’ take on Lee’s classic Rider jacket, cut with a slightly cocooning shape. Jersey pieces play with the heritage of Lee’s world famous logo with relaxed tees and hoodies with pops of purple and cobalt blue. Accessories include knit beanies and a mini sports bag.
Meanwhile, the Yrsa Daley-Ward collection uses quotes from her powerful poetry. Key pieces include the longline Bermuda shorts with co-ord slogan sweatshirt, oversized T-shirts and seamless crop tops, and a drop-shoulder hoodie, all made with materials such as organic cotton and recycled polyamide.