Add a little green to your wardrobe (we are not just talking about the color)

By Sarah Luckert
February 23, 2011

The clothing company H&M plans on debuting their new environmentally sustainable clothing line this upcoming spring. The collection is called Conscious Collection because the clothes are made from conscious materials such as organic cotton, organic linen, recycled polyester, and Tencel.

The clothing line, designed for men, women and children plans to include t-shirts, blazers, dresses, skirts, jeans and accessories. The collection is a part of an ongoing corporate sustainability effort by the retailer.

According to Ann-Sofie Johansson, H&M Head of design, the ideas of conscious collections are not only about using organic cotton but more about “creating a complete fashion statement.”

Having an environmentally sustainable clothing line is not unusual for clothing retailers such as H&M. Other clothing retailers that have shown progress in a positive direction towards the green movement include Wal-Mart, Nike and Levi. The Life is Good brand launched a new environmentally sustainable line in 2008 called Good Karma.

“As environmental sustainability becomes more a demand from the consumer, major companies will follow suite if for no other reason but profit,” Mary Jacobs, communication and English major said. “It’s no longer a moral concern for some companies but that of capital.”

This is not H&M’s first step towards a more sustainable movement. In 2003, H&M became a member of the Organic Exchange, which is an organization that promotes the use of organic cotton. In 2007, H&M announced that they would offer garments that use organic cotton in select collections throughout select stores. In the spring of 2010 H&M launched The Garden Collection. The Garden Collection included clothing that was made without using hazardous chemicals. The collection offered pieces that were designed with floral prints and other vibrant colors. The collection also included scarves, bags and shoes.

According to Johansson this year’s collection is based on a theme that is known as “bohemian shades of white.”

The designers were going for a “tailored look combined with lace, Broderie Anglaise, frills and draping.”

According the H&M’s mission statement, H&M vows to offer fashion and quality at the best price while taking responsibility for how their actions affect people and the environment.






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Sarah Luckert

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