H&M to Launch Eco Fashion Line
H&M's Garden Collection is made using organic and recycled materials. All the garments have been produced using sustainable materials or using recycled PET bottles or textile waste.
Clothing retailer H&M will launch its Garden Collection on March 25. It will be the first time the Swedish company has used 100 percent sustainable materials in its clothing, after pledging to increase its use of organic products to 50 percent each year until 2013.
H&M has been under fire this year after claims that the store was trashing its unsold clothing instead of donating or recycling it. In response, spokesperson Nicole Christie released a statement saying it is the retailer’s policy to donate unworn clothing to charities.
“It will not happen again,” Christie said. “We are committed 100 percent to make sure this practice is not happening anywhere else, as it is not our standard practice.”
But then a second wave of bad press hit just weeks later after claims surfaced that its “organic” line was contaminated with GM strains of cotton seeds from India. In its defense, H&M said, “We do not donate clothes that do not meet our safety requirements, chemical restrictions or are damaged.”
The company also said it had no reason to believe the organic garments contained the tainted cotton and is aware that certifying agencies have been criticized for “insufficient checks of farmers’ control systems for seeds and sowing.”
But on the heels of controversy, H&M is pushing back by touting its new, eco-friendly alternatives. The Garden Collection will feature floral looks inspired by chlorophyll-green gardens, sun-drenched landscapes and even 70s hippie chic flower-power. The line will be made from organic cotton, organic linen, recycled polyester made from PET- bottles and Tencel.
And as always, the eco-chic apparel will be affordable. Shoppers can expect to pay less than $50 for a well-put-together look.
Read more
Major Clothing Retailer Accused of Trashing Apparel
7 Eco Designers You’ll Love
Green Luxe on a Budget
As of June 17th 2011 we have upgraded our comment system to use Facebook comments.
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lifestyle week
posted on March 24th, 2010 at 4:31 am
H&M should be more careful now. The rules for eco friendly fashion is more stringent now. Its an informative article and puts up an important issue forward.
Ly
posted on March 25th, 2010 at 10:29 pm
I’m glad that at least H&M is making an effort. For totally organic, sweat-shop free t-shirts made out of cotton using non-reactive dyes and water-based inks, check out a up and coming brand @ http://thehotlovemovement.com. We are a movement that is committed to using materials in a way that promotes our ecological system.
Jaap
posted on April 8th, 2010 at 2:08 am
This is really a good step. However, it is just a small contribution. The mayority of their clothes is still not organic and hence harming the environment. Did you hear about the peruvian label Mitos? They have now these ancient culture shirts out.