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H&M produces Jeanologia-approved Conscious Denim line
Sep '14
The Swedish multinational retail-clothing company H&M has unveiled its first ever collection of ethically produced denims that have been created after assessing the environmental impact from the washing processes.

Manufactured using relatively reduced amount of energy and water resources, the sustainable materials made line dubbed as Conscious Denim will feature pieces for men, women and children.

The pieces have been made as per the water and energy consumption criteria standards laid out by the Valencia-based garment finishing solution providing research and development centre Jeanologia.

Helena Helmersson, the Head of Sustainability at H&M, said in a statement, “We're so excited about Conscious Denim at H&M. We’ve worked hard to reduce the environmental impact from the washing processes alongside using materials that are more sustainable. The collection is full of great pieces, and proves how sustainability can equal great style.”

Replete with clean styling and contemporary fits, the indigo colour-based range features pants with low-waist, high-waist skinny, boyfriend cut and tapered ankle styles, as well as soft knitted jogger jeans and tencel fabric made sharp, slim fit boilersuits for women.

For men, the line offers classic 5 pocket incorporated raw denim trousers in different cuts and washes alongside a denim jacket, a twill work jacket and a wool coat.

The collection also includes an array of jeans and dungarees for kids.

Each of the garments from the collection, which will be available worldwide in around 1,000 stores for women and 700 stores for men as well as online, comes with the Clever Care label with details on sustainable wear and care.

Founded in 1947, H & M Hennes&Mauritz AB (H&M) is synonymous with affordable as well as up-to-date and high quality fashion. H&M has a wide product range that is divided into a number of different concepts for women, men, teenagers and children.

The company's clothing collections are created by its own designers, pattern makers and buyers. H&M has more than 104,000 employees and around 3,000 stores in 53 markets, including franchise markets.

Started in 1993, Jeanologia offers garment finishing solutions to clients in over 45 countries across 5 continents. (PB)

Fibre2fashion News Desk - India

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