H&M prepares to launch Recycled Denim line

Swedish fashion retailer H&M is preparing to launch its first recycled denim capsule collection made entirely

from pre-owned garments that have been collected over the past year via its global clothing recycling campaign.

H&M partnered up with Swiss recycling company I:CO for its recycling initiative, where customers were invited to donate unwanted clothes in exchange for a discount voucher for their next H&M purchase. Now, nearly one year after the fast fashion retailer started its campaign, the recycled collection is ready to make its store debut.

The recycled denim capsule line will consist of five denim pieces, two jean styles and a jacket for men and one jean style and a sleeveless jacket for women. The capsule collection will be available in selected stores around the world from the end of February.

The recycled denim collection is one of H&M's short-term goals from its sustainable initiatives, to prove that it is achievable to “close the loop” on textile production by cutting out waste and reducing the environmental impact of the fashion industry. One of H&M's long-term goals is to find a permanent solution for the recycling of textile materials.

“We are working increasingly with recycled materials, and as a designer, it is very important to create pieces taking into account the latest trends, but also technical developments in this field,” commented H&M designer Jon Loman. “We are proud to offer environmentally friendly products, in which our clients and we believe.”

Since its initial launch in February 2013, H&M's recycling initiative has collected over 7.7 million pounds of donated garments in its store around the world, as stated on its website, hm.charitystar.com.