Tuesday, September 16, 2014

Conscious Denim

Who doesn't love denim! I know I do. Seriously, I would probably live in my denim if I could! Its one style that you never have to wonder if it's making a comeback...why? Because it actually never leaves! It simply keeps getting better.

On October 2nd, H&M will introduce Conscious Denim, a clean and modernized capsule denim collection created from more sustainable materials. Each wash used on the denim has been assessed for its environmental impact, including energy and water use. The collection includes separates for women, men, and children, and will be available worldwide in more than 700 stores, as well as online.

The result is a full collection with contemporary cuts in deep indigo hues. The women’s Conscious Denim assortment includes all the essential styles of the season, from low and high-waisted skinny jeans to boyfriend cuts and tapered legs. To complete the versatility of each look, accompanying pieces made from more sustainable materials are also included in the collection including an embroidered shirt and ribbed bomber jacket. Blue knit jogger jeans boast the comfort of sweatpants, and a slim fitted indigo jumpsuit in Tencel creates a long and lean figure.

For men, classic 5-pocket styles in raw denim are among a series of different cuts and washes included in the collection. The assortment includes easy to love seasonal outerwear such as a dark indigo denim jacket, a twill utility jacket, and an indigo wool coat. Teach the kids about sustainable fashion by putting them in different styles of jeans and overalls offered in the capsule, all made from conscious materials.
H&M collaborated with  Spanish denim consultants, Jeanologia to help in the production of the Conscious Denim collection. Jeanologia advised on testing for washing processes, including measurement of water and energy consumption. In order to meet the Conscious Denim standards at H&M, the materials must be sustainable and the washes must qualify for the highest status according to Jeanologia’s criteria.

Each garment in the Conscious Denim range will feature the Clever Care label, which offers recommendations to owners for sustainable wear and care. In addition, hang tags will describe the Conscious characteristics of each individual garment, all in part of H&M’s long-term commitment to a more sustainable fashion future – the details of which can be found at hm.com/conscious.

For more information about Jeanologia, visit www.jeanologia.com


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