H&M is teaming up with Lee to introduce a new generation of sustainable denim, including the retailer's first-ever 100% recycled cotton jeans. As part of the collaboration, H&M is also sharing Life Cycle Assessment data online for the first time ever, so that consumers will be able to see the water, energy impact of each denim garment.
Lee x H&M boasts collections for women, men and kids, and it shares denim styles that are cotton-free, made from renewable man-made fibers, water-saving dyes and lower-impact washes. Alongside the 100% recycled cotton jeans (which are made with 80% post-industrial waste and 20% post-consumer waste) some of the standouts from the collection are the loose 90s-inspired jeans, denim corsets and overshirts for a fresh take on workwear styles.
Key Themes Behind This Trend
- Sustainable Denim
- The trend toward more eco-friendly denim provides opportunities for brands to develop innovative materials and production processes.
- Life Cycle Assessment
- The use of tools like Life Cycle Assessment to measure the sustainability of products creates opportunities for companies to demonstrate transparency and accountability.
- Circular Fashion
- The circular fashion trend, exemplified by 100% recycled cotton jeans, offers opportunities to create closed-loop supply chains, reduce waste and minimize the need for virgin materials.
Where This Applies
- Fashion
- Fashion brands can capitalize on the trend towards sustainable denim with eco-friendly materials and production processes.
- Retail
- Retailers can appeal to environmentally conscious consumers by partnering with eco-friendly brands and sharing sustainability data.
- Textile Manufacturing
- Opportunities exist for textile manufacturers to create innovative materials and production processes that reduce waste and use fewer resources.
