The Swedish multinational retailer, H&M has unveiled its first ever collection of ethically produced denims, created after assessing its environmental impact from the washing processes. The Conscious Denim line is manufactured with relatively reduced amount of energy and water resources and will feature pieces for men, women and children.
The collection has been as per the water and energy consumption criteria standards laid out by the Valencia-based garment finishing solution providing research and development centre Jeanologia. Using materials such as organic cotton, recycled wool, organic linen, and Tencel, a fabric made with wood pulp from sustainable tree farms, H&M attempts to lessen the environmental impact. When it comes to production, H&M has worked closely with consultants from the research and development centre Jeanologia to develop an energy-saving denim washing process.
Helena Helmersson, the Head of Sustainability at H&M informed, “We’re so excited about Conscious Denim at H&M and have worked hard to reduce the environmental impact from the washing processes alongside using materials that are more sustainable. The collection is full of great pieces, and proves how sustainability can equal great style.” The new line features 40 pieces for women, men, and children including raw denim, jogger jeans, skirts, and jackets between US $ 20 to US $ 50.
Apart from the Conscious Denim line, H&M and International Labour Organisation (ILO) have collaborated to promote sustainable supply chain in the apparel sector. ILO & H&M ink pact on sustainable garment supply chains in the apparel sector. Both will work on industrial relations and wages, training and skill development in factories from which H&M sources as well as strengthening employers and worker organizations. “Issues in the garment industry are systemic and require action that helps develop effective industrial relations. That is why there is an urgent need to establish strategic collaborations with companies that have experience in these fields, such as H&M,” says ILO Director-General Guy Ryder.
The partnership is intended to establish a positive and innovative model for other brands and create a global alliance to promote the ILO’s Decent Work Agenda in the supply chain of the global garment industry. “We see the cooperation as a great opportunity to further strengthen our work towards the establishment of well-functioning industrial relations. ILO is the perfect partner for addressing issues such as wages and training and skills development,” says Karl-Johan Persson, CEO at H&M.
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