H&M launched a kids collection as part of its collaboration with American denim legends Lee, pushing for the next generation of sustainable denim.
Lee x H&M is an ambitious collaboration that has sustainability central to its design. The brands took a holistic approach, looking at every stage of denim production. Fabric is crucial, with denim in the kid’s collection that includes both post-consumer recycled cotton as well as organic cotton. There’s also water-saving dyeing processes and low impact denim washes that are 3rd party verified for their water, chemical, and energy consumption. Everything in Lee x H&M is more sustainable, from the trims used to construct the jeans, to the recycled materials used in the jersey pieces and accessories that complete the collection.
“We’ve loved collaborating with Lee on this next generation denim collection for kid,” said Sofia Löfstedt, Head of Kidswear Design at H&M “It’s so exciting that every single material is more sustainable, from the fabric to the prints, washes and trims. It’s been so much fun to take Lee’s iconic designs and create this kids collection full of springtime positivity and optimism.”
“Lee is proud to be collaborating with H&M to continue our efforts to make better denim”, said Chris Waldeck, EVP Global Brand President of Lee, “Our brand was founded more than 130 years ago with innovation in mind, and today we are happy to be joining with H&M to advance denim into a more sustainable future.”
There’s a 80s and 90s throwback feel to the Lee x H&M kids collection, with relaxed cut jeans, as well as a workwear influence in dungarees, dungaree dresses and jeans with cargo pockets. There’s also a kids take Lee’s classic Rider jacket, cut with a slightly cocooning shape. Jersey pieces play with the heritage of Lee’s world famous logo with pieces like relaxed Tees and hoodies with pops of purple and cobalt blue. Finish the look with knit beanies as well as a mini sports bag.
