Pic: PRNewsfoto/H&M
H&M has become part of Ellen MacArthur Foundation's Make Fashion Circular initiative and under this project, has come out with a men's denim collection inspired by natural simplicity. Make Fashion Circular initiative defined how denim production could fit into circular economy principles, through durability, recyclability and responsible use of resources.
There are three jean styles, two jackets, an overshirt, tote bag and a bucket hat – all made from denim with a modern workwear vibe – in a colour palette of light grey, washed black, mid-blues and deep indigo. The collection rethinks the design and production of denim products, furthering the company’s aim of becoming fully circular in all its processes. With workwear silhouettes and details, the three jean styles in the Jeans Redesign collection are slim and straight, regular straight and a more relaxed shape, while the workwear jacket has three patch pockets to the front, the trucker jacket has a zip fastening and the overshirt has two patch pockets over the chest.
As a strategic partner of the Ellen MacArthur Foundation, H&M is working together with other companies, governments and cities, academic institutions, emerging innovators, and small and medium sized enterprises to accelerate the transition to a circular economy. The Jeans Redesign project is about celebrating its denim expertise and designing pieces that are durable, timeless and easy to repair, while also aging with a beautiful patina. H&M followed and, in some cases, even exceeded the guidelines put forth by the Ellen MacArthur Foundation on garment durability, material health, recyclability and traceability.
The denim fabric used throughout is made from a mix of organic cotton, up to 35 per cent recycled cotton (from post-consumer waste), and dyes that considerably reduce water waste and energy consumption compared to conventional alternatives.
Going beyond the specific requirements set in the Jeans Redesign guideline, the company also used the Screened Chemistry method for selecting safer chemicals. Only low impact finishes were used (green score in EIM, Environmental Impact Measurement by Jeanologia). No conventional plating was used on the metal trims, thereby reducing the environmental impact. To enable circularity of its products, the company used tencel threads so the product can be recycled easily at the end of their life.
"Sustainability and circularity should be seen as the parameters that designers move within. It's a new set of borders and limitations, if you like. Being a designer is also about finding new opportunities and connecting more with the technical side of how a pair of jeans are made. This project went back to the foundations and what was taken for granted before was now seen with new eyes. With this collection we hope that we can take another great step towards making more sustainable products," says Jon Loman, designer at H&M.
Fibre2Fashion News Desk (SV)
H&M has become part of Ellen MacArthur Foundation's Make Fashion Circular initiative and under this project, has come out with a men's denim collection inspired by natural simplicity. Make Fashion Circular initiative defined how denim production could fit into circular economy principles, through durability, recyclability and responsible use of resources.