by Apparel Resources News-Desk
14-September-2018 | 2 mins read
Champion of sustainability, H&M, is back with the eighth iteration of H&M’s Conscious Exclusive Collection for the Autumn/Winter 2018. The collection encapsulates a wide range of premium pieces reflecting the increasing possibilities that sustainable fashion can now explore on a smaller scale than its mainline offering.
“There is a lot that customers can do, and we’re happy to see that interest in sustainability is increasing,” commented Cecilia Brännsten, H&M Group Environmental Sustainability Manager. She added that the growing popularity of words like ‘transparency’ and ‘traceability’ among the consumers is driving retailers to innovate sustainable materials and methods.
One of the highlights of this collection is a recycled cashmere, constructed using leftover yarn that was respun, and lush velvet made using recycled polyester which was directly sourced by used uniforms. “We have been developing this velvet for years to get a quality we’re happy with,” Brännsten explained, enlightening about the Close-The-Loop policy the company follows.
The innovation sector of the high street giant has enabled for recycled polyester and TENCEL™ to be filtered into wider range of eco-conscious pieces on the shop floor that are set apart using green tags.
Boasting about the fact that about 35 per cent of the materials the H&M group uses to make its clothes are organic, recycled or sustainably-sourced, Brännsten further said that, “Our goal is to increase this share every year, and use 100 per cent sustainably-sourced materials by 2030,” Brännsten explains. “By 2020 the company is aiming for all cotton in our range to come from sustainable sources.”
For achieving this, they have taken several steps in the past year. They pledged to educate their customers about sustainability and started the ‘Take Care’ concept. The concept includes a combination of products, guidance and services encouraging customers to care for and prolong the product’s life cycle – in France and Germany.
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