H&M’s recycled denim

New pieces for men, women and kids will be made from textiles collected in stores

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This September, H&M will introduce 16 new denim styles made using recycled cotton from textiles collected in the Garment Collecting Initiative in H&M stores.

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Minimising waste

The pieces for men, women and kids are the latest steps toward H&M’s goal towards creating a closed loop for fashion, and will be available in all stores worldwide as well as online.

Of the thousands of tonnes of textiles that people throw away every year, as much as 95% could be re-worn or recycled.

‘Creating a closed loop for textiles, in which unwanted clothes can be recycled into new ones, will not only minimise textile waste, but also significantly reduce the need for virgin resources as well as other impacts fashion has on our planet’.

Karl-Johan Persson, CEO of H&M

Women, men and kids

The new denim pieces, made from recycled cotton and organic cotton, include three styles of women’s jeans, from skinny to distressed ‘girlfriend’ jeans, plus a denim jacket, flared dungarees and a denim jumpsuit.

For men, there’s a zip-up denim jacket alongside two distressed slim leg styles and a pair of joggers in coated denim. There are kids’ pieces, too – including a zip-up hoodie with cute animal ears, stretch jeans sequined at the knee, and a street-style hooded shirt.

Closing the loop

H&M wants to create a closed loop for its textiles, in which the fabrics from unwanted clothes can be recycled into new ones. The aim is to help to reduce the environmental impact of the fashion industry by limiting waste that goes to landfill and saving on natural resources used in the production of fabric.

Since 2013, H&M customers worldwide have been able to bring unwanted clothes from any brand into its stores as part of its Garment Collecting Initiative. So far, over 18,000 tonnes have been collected globally.

H&M is currently able to use 20% recycled cotton from collected clothes, and is investing in new technology to increase this share without losing quality. The company has a target to increase the number of garments made with at least 20% recycled fabric by 300% (compared with 2014).

Click here to find out more about H&M’s efforts to close the loop.