Clothing giant H&M continues its sustainability drive with its Autumn 2021 upcycled denim collection. The brand has designed a ten-piece collection featuring baggy jeans, loose jeans, trucker jackets, oversized shirts, and a bucket hat - all made from 100 % recycled fabrics.
The line was inspired by the laidback aesthetic of the 90s and favors loose-fitting, freeing silhouettes. From the detailed patchwork and choice of vintage denim washes - the line speaks to the nostalgia of the 90s while offering an eco-conscious design. The pieces are made of recycled fabrics, threads, labels, and pocketing - even recycled metal zippers and trims are used. H&M also incorporates a washing technique with a low environmental impact and does not require toxic chemicals.
The collection will launch on September 9 and will be available at selected stores and online.
90s-Inspired Upcycled Denim
H&M Launches a Nostalgic Collection of 90s-Inspired Eco Denim
Trend Themes
1. Upcycled Clothing - The upcycling trend in fashion opens opportunities for more eco-friendly designs using recycled materials.
2. Nostalgia-inspired Fashion - Nostalgia-inspired clothing lines could bring back past favorites with a modern twist, appealing to consumer's yearning for simpler times.
3. Sustainable Fashion - Sustainable fashion can be a disruptive innovation opportunity for the industry, as consumers become increasingly environmentally conscious.
Industry Implications
1. Fashion Retail - Fashion retailers can explore upcycling and sustainable fashion trends to meet consumer demand and reduce environmental footprint.
2. Textile Recycling - The textile recycling industry can capitalize on the increased demand for sustainable fashion by expanding their operations to provide recycled fabrics for clothing production.
3. Eco-friendly Laundry Cleaning Products - The cleaning industry could potentially innovate through the development of laundry cleaning products that do not require toxic chemicals to wash eco-friendly fabrics.