In February 2013, H&M became the first retailer to offer a global textile recycling scheme. The Swedish fashion brand has now taken things a step further by launching a new denim range composed of recycled fibres from the donated clothing.
Due to arrive in store next month, the range of five classic denim items will be composed of 20% recycled cotton. The company states that this is currently the most it can use without compromising on the quality of the fabric, but it is working to steadily increase this amount for future products.
H&M is one of a growing number of brands readdressing conventional approaches to design and moving towards a closed-loop approach in order to eliminate waste – for other examples, see Closing the Loop: Future-Proofing Design. This typifies a consumer-driven shift towards more environmentally responsible products. Read more about this in 2014: Ethical Fashion’s Year.