H&M’s new denim collection gets low-impact EIM Score

20 / 03 / 2022

By Marwa Nassar - -

The new H&M denim collection has been given a low-impact Environmental Impact Measurement (EIM) Score by Jeanologia® and featured water-saving dyeing technologies.

Laser technology was used for the printed styles to substitute traditional chemical intensive printing processes. And to further minimize water usage, H&M worked with suppliers who used recycling water systems during the washing stage.

The capsule collection also continues to be crafted from fabrics containing recycled material from industrial waste and collected garments, recycled threads, labels and pocketing, and partly recycled metal zippers and trims.

Over the past few seasons, H&M’s drive to make better, more sustainable denim has looked at every process — from fiber to finish.

For this capsule collection, the focus is on saving water in all phases, working with suppliers who use recycling water systems. The collection itself is inspired by late 1990s and early Y2K vibes and contains pieces such as low-waist flares, high-waist straight-leg jeans, skinny jeans, dungarees, a top with tie-up back, mini-skirts and denim shirts.