The news is officially out and the 28th of January just couldn’t come any sooner!
H&M has collaborated with American denim legends Lee to push for the next generation of more sustainable denim. This collaboration takes a holistic approach which speaks to the conscious efforts H&M has been taking to play their part in a more sustainable approach to fashion. From fabric selection right through to production, sustainability is central to this collaborations design.
WHAT FABRICS HAVE BEEN USED?
H&M will officially introduce its first 100% recycled cotton jeans, made from 80% post-industrial waste and 20% post-consumer waste. One can also look forward to enjoying cotton-free denim, made instead from renewable man-made fibres, as well water-saving dyes and lower impact denim washes that are 3rd party verified for their lower water usage, chemical, and energy consumption.
To take things a step further, for the very first time, H&M will further share Life Cycle Assessment (LCA) data on hm.com indicating the water, C02 & energy impact of each denim garment from raw materials to end of use. Now how’s that for transparency!
“We just loved working with Lee to push for change. A change for more sustainable and circular denim garments. We looked at every detail and challenged each other in a positive way. It’s also amazing to work with Lee’s iconic designs and give them a bit of our flavor, for H&M denim lovers around the world,”
– Jon Loman, designer at H&M.
WHAT STYLES CAN YOU LOOK FORWARD TO?
I’m so excited for more of that 90s throwback vibe. I’m talking loose jeans and wide leg jeans darlings! I also can’t wait to see how the classic Lee Rider jacket has been recut with an oversized cocoon shape. One can also look forward to denim corsets which are on trend right now. On the more functional workwear side of things, dungarees and overshirts will be available, alongside Texloop™ RCOT™ Recycled Cotton jersey pieces for the full Lee x H&M look.
“For the men’s collection, workwear jackets are a wardrobe essential with Lee’s true authenticity of design. Relaxed fit five pocket jeans are cut from 100% recycled cotton, while relaxed carpenter jeans are made with water-saving dyes and 100% Tencel™ Lyocell cellulosic sewing threads. There are workwear dungarees, denim bucket hats and tote bags, as well as heavyweight jersey pieces to complete the more sustainable collection.”
“Lee is proud to be collaborating with H&M to continue our efforts to make better denim. Our brand was founded more than 130 years ago with innovation in mind, and today we are happy to be joining with H&M to advance denim into a more sustainable future,”
– Chris Waldeck, EVP Global Brand President, Lee®
Lee x H&M available on hm.com, as well as selected H&M stores, from 28th January.