While you may have heard a lot about H&M’s upcoming – and hotly anticipated – collaboration collection with London Fashion Week designer Simone Rocha, you may not yet know about another epic collab launching with the legendary high street retailer this season.
In fact, get your shopping list ready because this one is dropping this week.
Tapping into the world’s current feeling of endless nostalgia and yearning for past trends no doubt in a bid to find some sense of emotional comfort, H&M is has teamed up with iconic ’90s denim brand, Lee.
Unlike the beautifully delicate and escapism-friendly Simone Rocha collection, this is a collection of old-school staples which have been reimagined for the contemporary customer.
Having been founded in 1889 and introducing the world’s first-ever zip fly jeans back in the 1920s, H&M would be hard-pressed to find a more iconic denim label to partner up with for what was set to be a very ambitious collection.
With sustainability at the core of every single piece, the collection boasts H&M’s first 100% recycled cotton jeans, impressively made from 80% post-industrial waste and 20% post-consumer waste. If you know your denim, you know that’s a huge deal.
The denim is cotton-free – made instead from renewable man-made fibres and water-saving dyes – but conscious innovation doesn’t end there, with non-leather backpatches made from cork and jacron paper and recycled cotton jersey pieces providing pairing pieces and ensuring full #lewks are a very viable option within this collection.
For the first time, H&M will share Life Cycle Assessment (LCA) data on hm.com indicating the water, C02 & energy impact of each denim garment from raw materials to end of use and ensuring full transparency.
“We just loved working with Lee to push for change”, said Jon Loman, designer at H&M, “a change for more sustainable and circular denim garments.”
“We looked at every detail and challenged each other in a positive way. It’s also amazing to work with Lee’s iconic designs and give them a bit of our flavor, for H&M denim lovers around the world.”
“Lee is proud to be collaborating with H&M to continue our efforts to make better denim,” Chris Waldeck, EVP Global Brand President, Lee.
“Our brand was founded more than 130 years ago with innovation in mind, and today we are happy to be joining with H&M to advance denim into a more sustainable future.”
