Private Brand Finds A Conscious at H&M

Christopher Durham Oct 10, 2011 0

The Swedish fast fashion retailer H&M announced that it has updated its 2011 Private Brand Fall lines including:

The new Conscious collection celebrates the theme of Swedish folklore. After committing to the Greenpeace’s ‘Detox’ challenge, H&M emphasizes its eco-friendly materials. Each item in the collection is made with more sustainable materials, from organic cotton or linen to recycled wool and organic hemp.

The Modern Classics collection for men appears this season with lines influenced by Carnaby Street of the ’60s and an updated take on East Coast preppy dressing as well as tweeds and flannels.

H&M’s head of design, Ann-Sofie Johansson said about fall season:

“This time of year, I like soft, warm clothes that work easily for indoor and outdoor life. I like to look chic, but in a loose and relaxed way. Knitted grandpa leggings go perfectly with a minidress or buffalo-check tunic, and black jeans are good-looking and easy to wear with a grandpa top and sleeveless blazer.”

This autumn, to raise funds for H&M and UNICEF’s initiatives a special collection of Private Brand children’s clothing was launched in 160 stores worldwide. Called “All for Children”, it includes floral print dresses or bow-decorated knits for girls, and cashmere cardigans or hooded parkas for boys. A picture book telling the tale of Moritz the sheep and friends, as well as some special extras, such as games and toys complete the collection. It also features a bag containing Moritz the toy sheep with a wardrobe full of mini-versions of the collection, so that children and their new favorite characters can wear exactly the same clothes. 25% of all sales will go to UNICEF’s work for children in Bangladesh.

Source: Popsop


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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

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