# Sustainable Denim Collaborations H&M and Lee are Introducing 100% Recycled Cotton Jeans By Laura McQuarrie | Published 2021-02-06 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/recycled-cotton-jeans References: [prnewswire](https://www.prnewswire.com/news-releases/lee-x-hm-collaborating-for-the-next-generation-of-more-sustainable-denim-301222312.html) & [hm](http://www.hm.com/) [H&M](https://www.trendhunter.com/trends/hm-2) is teaming up with [Lee](https://www.trendhunter.com/trends/dieseloveslee) 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. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 45% | Activity: 25% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### 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. ## Related on Trend Hunter - [Eco-Conscious Denim Collections](https://www.trendhunter.com/trends/mango-jeans.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Co-Branded Bespoke Denim](https://www.trendhunter.com/trends/dieseloveslee.md) - [Circular Children's Denim](https://www.trendhunter.com/trends/zara-1.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Sustainable Denim Brand Collabs](https://www.trendhunter.com/trends/amber-valletta-x-triarchy.md) - [Organic Cotton Denim Capsules](https://www.trendhunter.com/trends/icon-denim-la.md) - [Eco-Minded Denim Capsules](https://www.trendhunter.com/trends/bayeas.md) - [Organic Cotton Beachwear](https://www.trendhunter.com/trends/hm-studio-1.md)