H&M Announces Exclusive Online Sustainable Fashion Launch

The Swedish fast-fashion retailer is launching a unique new clothing line on its online store from September 27 at hm.com, which will include clothing made from recycled cashmere and velvet items made with recycled polyester.

H&M’s Conscious Exclusive A/W 2018 collection has reportedly been designed to “merge the journey of historical artifacts with a modern design sensibility”. According to Ann-Sofie Johansson, the creative advisor at H&M, the sustainable clothing can be worn for “both special occasions and day-to-day life”.

This sustainable collection is the clothing retailer’s latest move towards achieving its sustainable fashion goals to make all of its products with sustainable materials by 2030.

“There’s a wonderful range of sustainable fabrics in this collection, like recycled cashmere, the new velvet made from recycled polyester as well as the use of leftover ECONYL® from the previous collection,” Cecilia Brännsten, the environmental sustainability manager at H&M Group said in a press release.

sustainable fashion
H&M is launching a new sustainable fashion range from recycled materials.

“The quality and textures not only complement the designs but highlight the fabric innovation that H&M is closely involved with. The velvet, for instance, has taken years to develop in order to create a high enough calibre that we were happy with.”

In May this year, H&M moved towards a more ethical approach to fashion along its production line, vowing to permanently ban the use of mohair by 2020. In lieu of using animal fur for its popular clothing lines, the retailer announced it would be researching alternative, more sustainable materials, such as fibre that’s sourced entirely from raw forest resources.

The company’s decision to remove mohair from its list of approved materials came mere weeks after the global fashion group released the H&M Group Sustainability Report 2017’which outlined the group’s progress in reaching its goal of complete sustainability by 2030.

“Every year we take new steps towards our bold goal to only use recycled or other sustainably sourced materials by 2030. This significantly reduces the use of natural resources and the negative impact our business has on the climate,” said Mattias Bodin, the sustainability business expert of materials and innovation at H&M said when the report was released.

H&M’s new sustainable collection will include women’s clothing, lingerie, shoes and accessories, including key items like full-length black coats made from recycled wool blends and printed dresses made from 100 percent organic silks.

The online-only range will be available from September 27.

Never miss our best stories. Sign up for Power Retail’s free weekly newsletter and find our daily stories on FacebookTwitterLinkedIn, and Instagram.

Leave a Reply

Your email address will not be published. Required fields are marked *

PowerRetail Extra Enewsletter