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eco-fashion @ H&M next spring
Nov '08
The long-term investment in organic cotton is continuing at H&M. So is the development of new green materials such as recycled cotton, wool and polyester.

“We are pleased to be able to continue offering garments that are both fashionable and environmentally compatible. We have had a fantastic response to our eco-fashion, which shows that our customers care about both the environment and design,” says H&M's Head of Design, Ann-Sofie Johansson.

H & M HENNES & MAURITZ AB's aim is to increase the use of organic cotton by 50 per cent during 2009 as compared with 2008.

Next spring there will also be selected garments made from recycled materials. These materials include polyester recycled from PET bottles or textile remnants, wool from worn-out woollen garments and remnants of fabric. Another new feature next spring is recycled cotton, which is recycled from fabric remnants in production.

The women's collection includes an oversized sweater with narrow sleeves, tops of striped cotton jersey that are matched with garments made from wrinkled cotton; an ankle-length skirt, an asymmetric cut blouse with pockets and a voluminous tube top. There are also pieces such as a tube dress, romantic tops, cardigans and printed T-shirts.

For men there's a classic, modern-cut suit, which is teamed with classic shirts and polo shirts, and a round-necked sweater. In addition to the coordinated pieces, the collection features T-shirts with front prints, socks and underwear.

The girls' collection is based on original pieces with a Western theme; an embroidered vest, a waistcoat and T-shirts with Indian feathers are matched with narrow slacks, jodhpurs, shorts, miniskirts and a pinafore dress. A hooded cardigan is also included, along with a double-breasted jacket. A scarf with a feather print, a shopping bag and a cap complete the collection.

The boys' collection includes a granddad shirt, T-shirts with Western motifs and a checked cowboy shirt. To go with these are slim-fit chinos, cargo shorts, a cardigan and a double-breasted reefer jacket. Bandannas and striped scarves are the perfect accessories.

Kids/Young In the Kids' and Young department all basic vests, short-sleeved and long-sleeved cotton jersey T-shirts are made in an organic cotton mix. The collection also includes blouses, shirts, tops, dresses, jeans and other denim pieces. There is also a shopping bag made from organic cotton.


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