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CRADLE TO CRADLE

Available in stores in February, the upcoming range comprises 20 percent recycled cotton, which H&M says is the maximum amount that can be currently used without compromising the fabric’s integrity. Still, the retailer says its goal is to progressively increase its use of post-consumer recycled materials.

H&M says its goal is to progressively increase its use of post-consumer recycled materials.

“The trend is moving more and more towards working with recycled fabrics and as a designer you of course want to work with the latest trends and developments,” Jon Loman, the concept designer behind the recycled-denim line, says in a statement. “It feels good to do something that both we and our customers believe in and that benefits the environment.”

H&M’s garment-collection program, the company says, offers an “easy solution” to eliminating clothes from the landfills. Although the initiative minimizes waste in the short term, H&M says it has its long-term sights on reusing and recycling all textile fibers for new use. Any proceeds from the program will benefit the H&M Conscious Foundation, where the money will be funneled to projects designed to close the loop on textiles.

+ H&M