As companies have started planning ways of creating sustainable products made from recycled materials in order to address the ever growing consumer demand, it is with great excitement that H&M leap into 2014 with an eco-friendly denim movement.
The line that consists of jeans, vest and jackets; of which each item contains 20 percent of recycled cotton, the maximum amount that is allowed when making a new fabric and ensuring a good quality is still maintained.
The recycled fibers came from a donation programme that H&M had launched back in 2012 – donate and discount – when shoppers donated their clothing they received a discount on their purchase. Touche. This great incentive displayed by H&M, brought in 7.7 million pounds of which o.o2 Euros from each kilogram was donated to its international charity site.
H&M continues to stay ahead of its retail competitors by having absolute transparency in disclosing who their factory suppliers are, improving factory wages and documenting their efforts and progress in a Sustainability Report.
