Now this may be the first time we’ve included a H&M release on the pages of Heddels, but this time it’s with good reason. The Sweden-based fashion giant has partnered with an unlikely collaborator in Salina’s very own Lee Jeans. With sustainability at the core of its concept, the H&M x Lee collection is packed full of 90’s inspired washes to classic pieces of heritage workwear (peep the cotton and hemp blend chore coat).
Prioritizing the use of sustainable materials in the production process, H&M are preaching that transparency is the driver here, in order to show the consumer what they’ve done and how they’ve done it. To the point that Life Cycle Assessment data is included with each denim garment, which demonstrates the environmental impact of each piece.
The collection includes the brand’s first-ever 100% recycled cotton jeans (made from 80% post-industrial waste and 20% post-consumer waste), non-cotton denim, non-plated and non-toxic metal trims, recycled polyester threads and a non-leather (FSC certified cork / jacron paper mix) back patch. Utilizing industry-leading materials including TENCEL™ Lyocell, this collection shows a significant step in the right direction by one of fast fashion’s biggest culprits.
While H&M haven’t always been in the spotlight for good reason, this instills a level of hope that the messages of sustainability and transparency will reach the everyday customer at large, providing a better grounding for future developments to lessen the industry’s environmental impact.
Shop the collection and find out more at H&M.