# Circular Denim Collections H&M and the Ellen MacArthur Foundation are Rethinking Denim Production By Laura McQuarrie | Published 2020-10-16 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/circular-denim References: [prnewswire](https://www.prnewswire.com/news-releases/hm-and-the-ellen-macarthur-foundation-rethink-denim-design-and-production-in-a-move-towards-circularity-301153420.html) & [hm](http://www.hm.com/) With the Ellen MacArthur Foundation, [H&M](https://www.trendhunter.com/trends/heron-preston-1) is introducing a [circular denim collection](https://www.trendhunter.com/trends/amber-valletta-x-triarchy) for men inspired by natural simplicity. The collection shares three jean styles, two jackets, an overshirt, a tote bag and a bucket hat, all of which are designed to rethink the way denim is designed and processed. The pieces are made with a mix of organic cotton, up to 35% recycled cotton from post-consumer waste and dyes that reduce water waste and energy consumption. To support sustainability and the future of [circular fashion](https://www.trendhunter.com/trends/coach-and-poshmark), the designs incorporate Tencel threads so that the garments and accessories can easily be recycled at the end of their usable life. While the styles adhere to the Jeans Redesign guideline, they also follow the Screened Chemistry method and avoid the use of conventional plating on metal trims. Image Credit: H&M ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 58% | Activity: 44% | Freshness: 9% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What Makes This Trend Stand Out - **Circular Denim Production:** Brands can explore the use of organic and recycled materials in denim production, while designing garments that can be easily recycled at the end of their life. - **Screened Chemistry in Fashion:** Opportunity for the fashion industry to adopt the Screened Chemistry method, which eliminates the use and discharge of hazardous chemicals in textile production. - **Circular Fashion Accessories:** Designing fashion accessories, such as tote bags and bucket hats, with circularity in mind can help reduce waste and promote sustainable practices in the fashion industry. ### Sectors Adopting This - **Fashion Retail:** Retailers can explore circular production methods in denim and other fashion products, while incorporating sustainable materials and designs to reduce environmental impact. - **Textile Recycling:** The growth of circular fashion presents opportunities for textile recycling companies to develop innovative techniques for recycling and repurposing denim and other materials. - **Sustainable Fashion Consulting:** As circular fashion becomes mainstream, consulting firms can help brands implement sustainable and circular practices, from design to production to end-of-life solutions. ## Related on Trend Hunter - [Circular Children's Denim](https://www.trendhunter.com/trends/zara-1.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Circular Non-Shrink Apparel](https://www.trendhunter.com/trends/john-lewis-3.md) - [Eco-Conscious Denim Collections](https://www.trendhunter.com/trends/mango-jeans.md) - [Sustainable Denim Brand Collabs](https://www.trendhunter.com/trends/amber-valletta-x-triarchy.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Conscious Consumerism Apparel](https://www.trendhunter.com/trends/or-collective-and-h-project.md) - [Eco-Minded Denim Capsules](https://www.trendhunter.com/trends/bayeas.md) - [Organic Cotton Denim Capsules](https://www.trendhunter.com/trends/icon-denim-la.md)