The fast fashion brand and heritage denim company have a new sustainable collection.

License Global

January 29, 2021

1 Min Read

Fast-fashion company H&M has announced a collaboration with classic denim brand Lee for a new collection focused on sustainable denim.

The collection features 100 percent recycled cotton jeans and back patches made of non-leather materials, such as jacron paper and cork. H&M will also share Life Cycle Assessment data on indicating the water, C02 & energy impact of each denim garment from raw materials to end of use. The LCA data is being shared by H&M for the first time ever.

“We just loved working with Lee to push for change,” says Jon Loman, designer, H&M. “[It is a] change for more sustainable and circular denim garments. We looked at every detail and challenged each other in a positive way. It’s also amazing to work with Lee’s iconic designs and give them a bit of our flavor, for H&M denim lovers around the world.”

For the collaborations, the brands took a holistic approach, looking at every stage of denim production. The environmental transparency is matched with the fashion itself, with oversized and cocooning silhouettes and workwear shapes that draw on Lee’s heritage.

“Lee is proud to be collaborating with H&M to continue our efforts to make better denim,” says Chris Waldeck, executive global vice president, Lee. “Our brand was founded more than 130 years ago with innovation in mind, and today we are happy to be joining with H&M to advance denim into a more sustainable future.”

The new collection is available now.

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