H&M encourages consumers to 'Go Green, Wear Blue' with its Conscious Denim line

“We're so excited about Conscious Denim at H&M. We've worked hard to reduce the

environmental impact from the washing processes alongside using materials that are more sustainable,” commented Helena Helmersson, head of sustainability at Swedish fast-fashion chain H&M on the label's newest line.

The new Conscious Denim line is part of H&M's Conscious collection and the label's ongoing efforts to create a more sustainable textile production chain. It is the first time that the Swedish fashion retailer has ensured the washes used on its denim have been graded to assess their environmental impact.

Whilst developing its latest Conscious line, H&M referred to criteria set by Spanish denim consultants Jeanologia to ensure the denim washing processes, including and energy consumption, met H&M's sustainable standards as well as Jeanologia highest requirements.

The end result is a full collection of denim pieces for men, women and children in deep indigo tones. “The collection is full of great pieces, and proves how sustainability can equal great style,” adds Helmersson. The Denim line includes a number of different styles of jeans, such as low-waisted or high-waisted skinny jeans, slim fit, boyfriend fit and tapered ankle.

The Conscious Denim line also contains pieces like 'jogger jeans' created from conscious materials, that are said to “wear just like denim,” according to the Swedish fashion retailer. The collections are slated to hit stores worldwide on October 2 in around 1,000 stores for women and 700 stores for me as well as online.