H&M Launches Jeans Redesign Project


Rethinking the design and production of denim in a step further towards the circularity, H & M has launched a remarkable menswear denim collection under the landmark H&M Jeans Redesign Project.

This collection features 3 jeans styles, 2 jackets, 1 over-shirt, 1 tote bag, 1 bucket hat — all made in denim with a modern workwear vibe — in a color palette of light grey, washed black, mid-blues, deep indigo. With workwear silhouettes and details, the 3 jeans styles in the Jeans Redesign collection are slim and straight, regular straight, a more relaxed shape, while the workwear jacket has 3 patch pockets to the front, the trucker jacket has a zip fastening, the over-shirt has 2 patch pockets over the chest.

The denim fabric in this H&M collection is made from a mix of organic cotton and up to 35% recycled cotton (from post-consumer waste). The dyes used considerably reduce water waste & energy consumption compared to conventional alternatives. To enable circularity, Tencel threads have been used instead of Polyester to make sure that all of the garments can be recycled easily at the end of their life.

As a Strategic Partner of the Ellen MacArthur Foundation, the brand is working together with other companies, governments, cities, academic institutions, emerging innovators, small and medium-sized enterprises, more to accelerate this transition towards a circular economy.



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