H&M sewing itself into becoming an eco-friendly brand

Remember my organic cotton blend H&M socks? Well, that was nothing; H&M is taking it a whole step further and I’m thrilled! When I lived in Indiana, there was only one H&M store in the entire state and it was kind of pricey and a bit of a drive away. Then I moved to London and it was everywhere and it became one of my favorite clothing stores. It probably helps that it just so happens to be the closest clothing store in a nearby mall from where I live now here in Switzerland and has some of the best quality clothes in that particular spot. H&M is, in my opinion, the clothing store to Europe in the way IKEA is the furniture store of Europe. They’re both all over the place, affordable, and super stylish. I love both so I’m thinking Sweden may just have to be my future home.
Anyway, Active for Fashion shared a link to H&M’s current “Sustainable Style” spring fashion line. The line is made completely out of recycled polyester, organic cotton and organic linen. I went to the store a couple days ago and got to see it all first hand. I loved the yellow dress (pictured, above left) and the heart dress (pictured, above right). There was also a really nice blue skirt like the heart dress and my favorite piece was a bolero with sewn-on chiffon hearts. I’ll let you check those pieces out for yourself. And don’t forget the recycled and organic menswear!
But wait, it gets better! H&M has a “Conscious Collection” line coming out in April. In their press release, H&M Head of Design Ann-Sofie Johansson stated that “[i]t’s not just about organic cotton any more, the possibilities for creating a complete fashion statement with eco smarter materials are huge now. By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what’s possible using more sustainable fabrics.”

The website continues to explain “H&M’s business concept is to offer fashion and quality at the best price. At H&M quality is not only about making sure that our products meet and/or exceed customers’ expectations, but also about products being manufactured under good conditions and keeping customers satisfied with H&M as a company. Taking responsibility for how our actions affect people and the environment is another essential prerequisite for H&M’s continued growth and profitability.

We refer to all these actions as Conscious. The name Conscious describes our continuous work towards a more sustainable fashion future. Today and tomorrow.”

Make sure to check out the Conscious Collection website to see all of the individual pieces that will be part of this collection.

I had many goals in making Four Leaf Clover and one of them was to make sure the clothing I purchased would be animal, environmentally, and human friendly. The fact that companies like H&M are experimenting and pushing their standards makes life that much easier for me and anyone who cares about the world and all those living here.

(Images from H&M’s Facebook page, HM.com, & HMConsciousCollection.com)


11 February 2011 - 1:43 am

Eva!! I have some sweet mittens and a scarf from H&M that are made from reclaimed wool! Don’t know where they reclaimed it from, but I love them!!

11 February 2011 - 9:48 am

that’s exciting!!! i like h&m…i loved it when i was in the US because i had to go to a big city to get it…but here it is everywhere, haha 🙂

11 February 2011 - 5:27 pm

For some reason I always forget about H&M. I need to get there pronto!

11 February 2011 - 5:29 pm

yes! i’m so excited about this since i pretty much buy all my clothes at h&m. they’ve already begun to make the men’s business wear with organic cotton {we just bought a bunch of professional clothes for the mister there} and being the eco-friendly nerds we are, we were so excited about it! it’s also just exciting to see this shift of sustainable clothing into mainstream commercial stores.

11 February 2011 - 6:23 pm

I love H&M that’s fantastic news!

12 February 2011 - 7:21 pm

It’s so great to read all of your awesome comments and see that others are interested in eco-clothing as well. I sure hope this expands to other clothing brands and soon!

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