H&M Launching New Eco Friendly Line In April

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by Ali Berman February 5, 2011
Categories: Fashion.
Photo: H&M

As a follow up to last years Garden Collection, H&M is launching a new sustainable line of clothing for women, men and children called Conscious Collection.

The fabrics will include organic cotton, organic linen, Tencel® and recycled polyester, all in various shades of white.

Ann-Sofie Johansson, H&M head of design, said:

“The possibilities for creating a complete fashion statement with eco smarter materials are huge now. By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what’s possible using more sustainable fabrics.”

This is a nice change from H&M’s past eco fail, destroying surplus clothing.

The line will make its debut on April 14th, just in time for the warmer weather.

About Ali Berman

Ali Berman is a writer, teacher and activist. She works as a humane educator for HEART teaching kids about issues affecting people, animals and the environment. Ali is also a fiction writer. Her published work can be found on her website at aliberman.com. In early 2012 Ali co-founded flipmeover, a production company with the mission to use media to raise awareness of social issues.

View all posts by Ali Berman →
  • http://www.tryorganicproducts.com/ Adrian

    Its great to see organic clothing becoming fashionable

  • Carissa

    I think they should really take a look at what they’re currently selling before spreading more green wash about. I was in the H&M in Vancouver last Friday, and had an item in hand that I was about to try on, when I passed another shopper who had in her hand a garment that had fur trim on it.

    Whether it was faux or real is irrelevant to me, as most ‘faux’ fur is really cat or dog fur that’s imported from China, as North American label laws don’t require full disclosure of materials (in Canada, anything selling for less than $150 and containing fur need not outright say so). I quickly tossed the item in hand aside and left the store sorely disappointed and a little sick to my stomach that not only would someone buy that, but that such a giant retailer as H&M sell it to uneducated consumers to turn a profit.

    • http://www.herwinsvegancafe.com herwin

      “H&M does not sell real fur. H&M only sells leather from cattle, pigs, goats and sheep that have been bred for meat production. The same applies to down and feathers, e.g. in our down jackets – these come only from birds bred for meat production.”

      Fair is fair, H&M specificly renounces fur, that’s great i would say.

      “No animal testing is carried out on our cosmetics products, either during production or on the finished products.”

      wow, these corporate H&M guys and girls really do a good job.
      They actually LISTENED to our concerns about animals and ditched the fur and testing !!!

  • http://www.facebook.com/people/Elaine-Vigneault/511380801 Elaine Vigneault

    “all in various shades of white”?
    WHY?
    I mean, I can understand not wanting to use synthetic dyes that could pollute waterways. But how popular is this line going to be if it’s all just white and off-white? C’mon, they need some color! Dye the clothes with beets, blueberries, whatever, just add some color!

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