H&M has collaborated with American heritage denim brand Lee for the launch of a sustainable denim capsule, Lee x H&M.
The new collaboration originates from a very holistic eco-friendly approach for every stage of its preparation–from design to production, H&M states.
Fabric is crucial in this capsule as a selection of pieces are made with 100% recycled cotton jeans, made from 80% post-industrial waste and 20% from post-consumer waste. Another part of the offer includes cotton-free items made from renewable man-made fibers. The dyeing phase of fabrics is achieved by using water-saving dyes, while washes have a lower impact on the environment as verified by third-party experts that evaluate their lower water usage, chemical and energy consumption. Completing these jeans are non-leather back patches made from cork and leather-like jacron paper.
Denim shirt by Lee x H&M
The women’s collection offers wide and loose jeans that have a ’90s throwback feel, while Lee’s classic Rider Jacket is recut according to an oversized cocoon shape. Denim corsets add a feminine edge to the selection, while dungarees and overshirts evoke the functional workwear vibe, alongside Texloop RCOT Recycled Cotton jersey pieces that complement the whole look.
Lee x H&M campaign image
The men’s collection focuses on workwear jackets, a wardrobe essential with Lee’s true authenticity of design. Relaxed fit five-pocket jeans are cut from 100% recycled cotton, while relaxed carpenter jeans are made with water-saving dyes and 100% Tencel Lyocell cellulosic sewing threads. Also part of the collection are workwear dungarees, denim bucket hats and tote bags, as well as heavyweight jersey pieces.
For the first time, H&M will also share Life Cycle Assessment (LCA) data on hm.com indicating water, C02 and energy impact of each denim garment–from raw materials to end of use.
The collection will debut on January 28 via hm.com and selected H&M stores.