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On March 25, fast-fashion powerhouse H&M will be launching its first-ever "fully sustainable" line called The Garden Collection, which will be made form organic cotton and linen, recycled polyester and Tencel (another man-made fiber).
In keeping with the environmental focus, the collection was inspired by spring flowers and features some 70s hallmarks like embroidery and appliques on smock dresses and jackets. There are 80 pieces in The Garden Collection, which will be offset in stores with special signage, and they aren't any more expensive than the normal products, a spokesperson said.
H&M got into some hot water in January when it was discovered that their previous "organic cotton" were actually about 30 percent genetically-modified cotton. As yet we have no word on what they're doing to address that issue.
· H&M Launches Sustainable Line [WWD, subscription required]
· H&M's Organic Line Not So Organic, Actually [Racked NY]