# 90s-Inspired Upcycled Denim H&M Launches a Nostalgic Collection of 90s-Inspired Eco Denim By Francesca Mercurio | Published 2021-09-07 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/hm-1 References: [webwire](https://www.webwire.com/ViewPressRel.asp?aId=278667) Clothing giant [H&M](https://www.trendhunter.com/trends/hm-2) continues its sustainability drive with its Autumn 2021 [upcycled denim collection](https://www.trendhunter.com/trends/mango-jeans). 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](https://www.trendhunter.com/trends/the-october-collection) 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. Image Credit: H&M ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 50% | Activity: 32% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - 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 - **Upcycled Clothing:** The upcycling trend in fashion opens opportunities for more eco-friendly designs using recycled materials. - **Nostalgia-inspired Fashion:** Nostalgia-inspired clothing lines could bring back past favorites with a modern twist, appealing to consumer's yearning for simpler times. - **Sustainable Fashion:** Sustainable fashion can be a disruptive innovation opportunity for the industry, as consumers become increasingly environmentally conscious. ### Sectors Adopting This - **Fashion Retail:** Fashion retailers can explore upcycling and sustainable fashion trends to meet consumer demand and reduce environmental footprint. - **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. - **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. ## Related on Trend Hunter - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Eco-Conscious Denim Collections](https://www.trendhunter.com/trends/mango-jeans.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Eco-Minded Denim Capsules](https://www.trendhunter.com/trends/bayeas.md) - [Sustainable Denim Brand Collabs](https://www.trendhunter.com/trends/amber-valletta-x-triarchy.md) - [Eco-Friendly Indian Fashion](https://www.trendhunter.com/trends/latin-quarters.md)