Go Green, Wear Private Brand Blue by H&M

H&M Conscious JEansOn October 2, Swedish fast-fashion retailer H&M introduces Conscious Denim, a collection with clean styling and contemporary fits, that not only uses more sustainable materials, but also more conscious processes. In a first for H&M, the washes used on its denim have been graded to assess their environmental impact, including energy and water use. The collection includes pieces for women, men and children, and will be available worldwide in around 1,000 stores for women and 700 stores for men, as well as online.

“We’re so excited about Conscious Denim at H&M. We’ve worked hard to reduce the environmental impact from the washing processes alongside using materials that are more sustainable. The collection is full of great pieces, and proves how sustainability can equal great style,” says Helena Helmersson, Head of Sustainability H&M.

The result is a full collection with modern cuts in deep indigo tones. For women, Conscious Denim has the essential styles of the season, from low-waisted or high-waisted skinny jeans to boyfriend cut and tapered ankle. Alongside these denim essentials, there are also pieces made from conscious materials that wear just like denim, to create the full look. Jogger jeans in knitted indigo have the softness of sweatpants, while an indigo boilersuit in Tencel has a sharp, slim fit.

For men, classic 5 pocket styles in raw denim are joined by jeans in different cuts and washes. As well as a deep indigo denim jacket, there’s a twill workers jacket while an indigo wool coat is the perfect outer layer for the season. Meanwhile for kids there are different styles, including jeans and dungarees, all in conscious materials.

When creating Conscious Denim, H&M used criteria from Spanish denim consultants Jeanologia to test its denim washing processes, including water consumption and energy consumption. To meet the Conscious Denim standards at H&M, the materials have to be more sustainable, and the washes have to achieve the highest status according to Jeanologia’s criteria.

Each garment in the Conscious Denim range will feature the Clever Care label, with details on sustainable wear and care, while in store hang tags will describe the conscious qualities of each piece. It’s all part of H&M’s long term commitment to more sustainable fashion, details of which can be found at www.hm.com/conscious          .



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.