28 Mar '16, 7pm

7 things to know about @hm's 2016 Conscious Exclusive collection

"Conscious Exclusive" collection —the Dr. Jekyll to its primary line's cheap-chic Mr. Hyde—is everything a clothing brand should aspire to be. Replete with garments mindfully constructed from better-for-the-planet materials such as organic cotton , recycled polyester , organic silk, recycled wool , hemp , and Tencel , the Swedish retailer's annual foray into aspirational fashion is leagues away from its typical strategy of planned obsolescence . To hear Anna Gedda, H&M's head of sustainability, tell it, however, Conscious allows the company to test new ideas that eventually filter into its discount threads, which Gedda says benefit from its research into water- and energy-saving technologies. Organic, recycled and so-called "Better Cotton," for instance, now account for 31 percent of H&M's total cotton use. (H&M is one of the world's biggest users of certified organic cott...

Full article: http://www.ecouterre.com/7-things-to-know-about-hms-2016-...

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