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Published
Oct 13, 2014
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H&M launches Conscious Denim Collection

Published
Oct 13, 2014

A sober look, with modern cuts and deep indigo tones, H&M’s first collection of eco-friendly denim pieces arrived in H&M stores on October 2. 

H&M has extended its eco-friendly range to include a denim collection.


The Conscious Denim line offers several models for women, from high-waisted or low-waisted skinny jeans skinny cuts to boyfriend cut and tapered ankle.

There are also pieces made from conscious materials that wear just like denim

Also included: jogger jeans in knitted indigo, which offer the same softness as jogging pants, and an indigo boilersuit made from Tencel®.

For men, there are classic 5 pocket styles in raw denim coming in several models with various cuts and washes.

Customers can also find an indigo denim jacket, a twill jacket and an indigo wool coat. 

Finally, for children, H&M offers various styles, including jeans and dungarees. 

In creating the eco-friendly collection, the Swedish giant relied on criteria provided by the Spanish consulting firm denim Jeanologia. 

The organization assessed its denim washing processes, including water and energy consumption. 

Each garment features the Clever Care label, which offers details about more eco-friendly wear and care.

In-store hang tags will also describe the conscious qualities of each piece. 

The Conscious Denim collections runs from 14.99 to 79.99 euros, available in about 1,000 stores the women’s models and 700 for pieces for men. 

The new collection shows once more H&M’s long-term commitment to sustainability. 

Indeed, the Swedish brand, which, according to the latest Organic Cotton Market Report, was also the largest user of organic cotton in the world in 2013, has stepped up initiatives in recent years to produce eco-friendly clothing. 

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