H&M teams up with Lee to create more sustainable denim
H&M has teamed up with American apparel company Lee for sustainable denim, with its first-ever 100-per-cent recycled cotton jeans and vegan back patches made from cork. The brands will also start sharing its production’s Life Cycle Assessment (LCA) data on hm.com, indicating the water, C02 and energy impact of each product from raw materials to end of use. The companies took a holistic approach, looking at every stage of denim production. Fabric is crucial, such as H&M’s first 100 per cent recycled cotton jeans, made from 80 per cent post-industrial waste and 20 per cent post-consumer waste. There’s also denim that’s cotton-free, made instead from renewable man-made fibres, as well water-saving dyes and low impact denim washes that are third-party verified for their water, chemical, and energy consumption. “We just loved working with Lee to push for change. A change for more sustainable and circular denim garments. We looked at every detail and challenged each other in a positive way,” said Jon Loman, designer at H&M. According to Chris Waldeck, global brand president of Lee, the company is happy to be joining with H&M to push denim forward into a sustainable future. “Lee is proud to be collaborating with H&M to make better denim,” said Waldeck. The collection will be available in H&M Fashion Walk Causeway Flagship Store and H&M New Town Plaza Sha Tin store exclusively from mid-Feb.
