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H&M released its first collection of Conscious Denim today, with pieces available for men, women, and children. The fast fashion brand worked with Spanish denim consultants Jeanologia to vet sustainable materials and assess environmental impact, like the amount of energy and water used on the washes. They were able to cut down the amount of water and energy used by more than half, compared to their regular jeans line.
The result is a line of denim and denim-related pieces (like organic cotton sweatshirts and wool coats) in clean, dark indigo. Jeans for women include low- and high-rise skinnies, boyfriend cuts, and even a knit jogger style (yes, sweatpants printed to look like jeans), retailing between a very fair $30 and $40. Other denim pieces for the girls include a few jacket and shirt options, plus a pencil skirt and a jumpsuit. Everything's available beginning today at over 700 of H&M's eight zillion stores worldwide, as well as on their site.
· H&M Conscious Denim [Official Site]
· Alexander Wang for H&M coverage [Racked]
· H&M's New Denim Line Will Do What Regular Skinny Jeans Can't [Racked]