At a time in the world where we are continually trying to be mindful in the way we consume fashion, words like ‘sustainable’ and ‘organic’ are ones we want to know more about and gravitate towards to make buying clothes a little more guilt-free.
The fashion industry produces 20% of global wastewater and 10% of the world’s carbon emissions. We're breaking down all the terms that'll help make you more mindful in your fashion decisions: https://t.co/QOi7fUKGsJ— About Her (@AboutHerOFCL) October 30, 2020
H&M has collaborated with American denim legends LEE to push for the next generation of more sustainable denim. The holistic collaboration with advances at every stage of design and production boasts H&M’s first ever 100% recycled cotton jeans, non-leather back-patches made from cork and jacron paper. For the first time in its history, H&M will also share Life Cycle Assessment (LCA) data on hm.com showing the water, C02 & energy impact of each denim garment from raw materials to end of use.
Wholesome body positive designs like oversized and cocooning silhouettes, as well as workwear shapes that draw on LEE’s esteemed heritage stand out in the collection. LEE x H&M features collections for women, men and children, and will be accessible on hm.com, and selected H&M stores, from the end of January.
H&M designer, Jon Loman spoke about the collaboration and said, “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.”
The collaboration also features denim that’s cotton-free, made instead from renewable man-made fibers, as well as water-saving dyes and lower impact denim washes that are 3rd party verified for their lower water usage, chemical, and energy consumption.
Chris Waldeck, EVP Global Brand President, LEE® said of the collaboration, “LEE is proud to be collaborating with H&M to continue our efforts to make better denim.” He added, “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.”
As for the cuts and styles we can expect, the womenswear pieces offer a nod to the 90s with wide leg cuts and looser fits, whilst the classic LEE denim jacket is reimagined with an oversized cocoon cut. Keeping in mind the 90s nostalgia, the collection also display denim corsets, dungarees and overshirts, Texloop™ RCOT™ Recycled Cotton jersey pieces for the full LEE x H&M look.