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Go Green, Wear Blue With Conscious Denim At H&M


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H&M-conscious-denim-campaign-image-4Images Courtesy of H&M

H&M is set to launch the Conscious Denim Collection on October 2. A collection that features clean styling and contemporary fits, that uses more sustainable materials and more conscious processes. A first for H&M, the washes used on it’s denim have been graded to assess their environmental impact, including energy and water use. The collection 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 overall collection is made up of modern cuts in indigo tones. For women, Conscious Denim features all the essential styles of the season, from low-waisted to high-waisted skinny jeans, to tapered leg and relaxed boyfriend fit. While for men, the classic five-pocket styles in raw denim are joined by jeans in different cuts and washes.

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