H&M introduces more sustainable, circularity-driven denim collection

21 / 08 / 2022

By Marwa Nassar - -

H&M has introduced more sustainable denim collection created with circularity-driven innovation as the brand is pursuing the global march for sustainable development.

By exploring new, innovative materials, H&M is continuously pursuing the goal of a closed-loop fashion economy. CIRCULOSE® Viscose is a cellulose fiber created from discarded textiles, like old jeans, and wood. TENCEL™ Lyocell with REFIBRA™ technology is a cellulose fiber made from part upcycled cotton scraps, part wood. Adding these into a denim context — together with recycled cotton — creates fabrics that are not only more sustainable, but surprisingly soft to the touch and more fluid than those made purely from cotton.

This unique denim expression has been interpreted into superiorly comfortable garments inspired by the denim culture in the Far East and classic American workwear. Wide-cut silhouettes are styled in relaxed tonal sets, giving a dignified nod to the contemporary streetwear aesthetic. The collection features four pairs of loose-fit five-pocket jeans, two oversized button-down shirts, one oversized workwear jacket, and one hooded zip jacket, all coming in muted indigo tones with a clean stonewashed finish.