It might be gray and raining outside, but a few days into 2010 and I’m already looking forward to spring designs. This might be because as far as fashion goes, more and more designers and big names in the industry are opting for sustainable materials. Today’s spotlight is on fashion-giant H&M, which this week announced the spring Garden Collection.
They tell me it’s all about floral patterns this spring, and fortunately, looking fresh and fun will also be eco-friendly. All of the garments in the new line have been made using sustainable materials or textile waste.
On its list of sustainable materials, H&M has incorporated organic cotton, organic linen, recycled polyester and tencel, the renewable fiber that’s quickly making its way into eco-designers’ repertoires.
H&M isn’t new to sustainable design, and they’re well aware of conventional cotton’s impact on the environment. The company started using organic cotton back in 2004, and in the last three years, they’ve increased the amount of organic cotton they use from 30 to 3,000 tons.
As an international fashion company, H&M is a key player in the industry, and increasing demand for organic cotton in turn helps organic cotton farmers. The company is also committed to ensuring that more farmers switch to organic, by supporting transitional cotton growing; converting from conventional to organic cotton production is a process that usually takes three years and working with farmers that are in that process helps keep the industry growing.