H&M is partnering with the Ellen MacArthur Foundation to launch a men’s denim collection under the Jeans Redesign banner, “inspired by natural simplicity.
The collection includes three jeans styles, two jackets, an overshirt, tote bag and bucket that rethink the design and production of denim products, furthering the company’s aim of becoming fully circular in all our processes. The denim fabric used throughout is made from a mix of organic cotton, up to 35 per cent recycled cotton (from post-consumer waste), and dyes that considerably reduce water waste and energy consumption compared to conventional alternatives.
The company also used the Screened Chemistry method for selecting safer chemicals. Only low-impact finishes were used. And no conventional plating was used on the metal trims, thereby reducing the environmental impact. Additionally, the company used Tencel threads so the products can be recycled easily at the end of their life.
