H&M to start selling denim made from old clothes
Clothing giant Hennes and Mauritz is set to debut a denim collection made from old clothes next month after gathering used items from customers over the past year.
The collection consists of five products, such as jeans and jackets, for men and women.
H&M said its short-term goal is to prove it is possible to “close the loop” on textile production by eliminating waste and decreasing the environmental impact of the fashion industry. Long-term, it hopes to find a solution for the reuse and recycling of textile fibres.
H&M designer Jon Loman said: “We are working increasingly with recycled materials, and as a designer, it is very important to create pieces taking into account the latest trends, but also technical developments in this field.”
He also said that he was proud to offer “environmentally-friendly” products.
The clothing retailer introduced its global garment collecting initiative across all of its 53 markets in February 2013. Since then, it has received almost 3.5m kg of clothing.
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