H&M revisits denim for fall with its new Jeans Redesign collection. The Swedish brand partners with the Ellen MacArthur Foundation to rethink the denim’s design and production. H&M’s new project pays a nod to the Ellen MacArthur Foundation’s Make Fashion Circular initiative, which favors circular economy principles in denim design and production. These principles favor “durability, recyclability, and responsible use of resources.” As a result, the H&M Jeans Redesign collection takes its inspiration from “natural simplicity.”
H&M Jeans Redesign Collection
Workwear influences are front and center with a selection of three jean styles, an overshirt, two jackets, a tote bag, and a bucket hat. Various denim washes range from light grey and mid-blues to deep indigo and washed black. Embracing sustainable efforts, the denim fabric is a mix of organic cotton, up to 35% recycled cotton, and dyes that reduce water waste and energy consumption.
“Sustainability and circularity should be seen as the parameters that designers move within,” says H&M designer Jon Loman. “It’s a new set of borders and limitations if you like. Being a designer is also about finding new opportunities and connecting more with the technical side of how a pair of jeans are made. This project went back to the foundations, and what was taken for granted before was now seen with new eyes. With this collection, we hope that we can take another great step towards making more sustainable products.”