H&M Focuses on Sustainability With Its Close the Loop Collection
Fast fashion isn’t known for being environmentally friendly. In fact, it’s often known for the exact opposite, especially when it comes to denim.
For a full run-down of the facts, check out the documentary The True Cost, which breaks down everything from cotton farming practices to manufacturing (and all the nightmarish details within each).
But H&M is turning a new leaf. Two years ago, the mega retailer started collecting castoffs from customers in its Garment Collecting Initiative and offering a sweet 15% off incentive for doing so. In the time that they’ve been collecting clothes, they’ve also launched the Conscious Collection, which incorporates organic cottons and more sustainable practices.
Now, H&M is launching the Close the Loop collection, which is denim done right: using recycled materials and more environmentally conscious production methods.
Creating a closed loop for textiles, in which unwanted clothes can be recycled into new ones, will not only minimize textile waste,” H&M CEO Karl-Johan Persson said in a release to announce the collection, “but also significantly reduce the need for virgin resources as well as other impacts fashion has on our planet.
When the 14-piece Close the Loop collection hits stores this September, it will include options for women, children and men, so the whole family can get in on this new green initiative especially with prices starting at just $4 and topping out at $55.
The debut collection includes a shearling-collar denim jacket to a flared jumpsuit for the ladies and plenty for guys in a variety of washes.
Only 20% of the cotton used in the collection comes from the collected clothes (which have been amassed since 2013), but the Swedish label says it’s continuing to look into developing fabric-salvaging technology that will increase that percentage in subsequent collections.
And speaking of sequels, H&M promises that forthcoming Close the Loop collections will be broader and offer even more options, all of which will contain at minimum 20% recycled materials.
In the mean time, save anything you’re thinking of donating and head to H&M and make a deposit.
For more information, visit www.hm.com.