H&M Spring Collection: Fresh, Floral and Sustainable

HM Garden Collection

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.

HM

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.

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DISCUSSION

13 thoughts on “H&M Spring Collection: Fresh, Floral and Sustainable

  1. When is mass-produced ever really sustainable? If they can charge $24.95 for their “recycled polyester dress” you can bet that someone is being exploited along the way.

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  5. Damnit! I’m too late to go scoop up the slashed goods, fix and wear em. That college kid who notified the media has a future in green advocacy I say.

  6. By the way, the Noah’s in my hood discards bags of bagels at the end of each work day, too. I asked why once, as I watched some neighbors dumpster diving for the perfectly good food. The store said it cannot donate the bagels because it has been sitting out during the day.

  7. True, we often are distracted by what companies like Coke are doing for the green revolution while other practices like harming drinking water in the third world countries are brushed under the rug. I am glad H&M is opting for healthy fibers, since I have snubbed the store because of its cheap factory inventory. Would like to learn more about its factory practices prior to supporting the retail outlets.

  8. Thanks for posting the link to the NYT article. As Sara says, it’s always great to have both sides of the story. And it’s a good reminder that no matter how many sustainable advances are made, there are always more steps to take. Let’s hope that H&M takes notice of this negative exposure and connects with a charity that can put the clothes to good use.

  9. Hi J, thanks for coming over from Twitter and sharing this link! It’s unfortunate that H&M made that choice – sadly a lot of companies do this under the mantra of brand control. It’s good to have ALL information about a company, their good choices and their bad ones.

  10. I’d love to see all designers use organic cotton instead of conventional! It’s cool that they’re using fabric waste as well. I love the pattern on the dress with pockets… makes me wish spring was a little closer. :)

 

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