Looks like H&M is riding the ethical wave.
After their surprising and I must say rather innovative Waste Collection, H&M is now releasing a Conscious Collection. Hitting your local H&m on April 14th 2011.
The Women, Men and Kids Collection is taking the sustainability of the collection further than the Garden Collection of last Spring did. This time it’s not just organic cotton, it’s: environmentally – adapted and greener materials such as:
Organic cotton: cotton that has been grown without the use of hazardous chemicals.
Organic linen: linen that has been grown without the use of hazardous chemicals.
Recycled polyester: polyester made from PET bottles or textile waste.
Tencel® : Silky, renewable material produced with minimal environmental impact.
I personally like the substance of such clothing collections but not the form that they take and neither do I like the buzz that it creates. I believe that conscious and environmentally friendly clothes should be an absolute necessity and not capsule collections surrounded by so much publicity that all they will trigger is mass consuming instead of actual conscious consuming. The fact that they are occasional collections deprives the client of the choice to be sustainable in all its choices. I personally thing there is no actual good intention in putting together temporary conscious collections, but rather, all clothes should be produced in the most environmental and ethical manners.
But that’s just my opinion, and on another note, the collection is very refined and delicate. So it’s a good temporary alternative if you need to buy something. I really wish environmentally friendly fashion was more developed…
Coming soon, a little investigation on Tencel ®…
Source: pictures and information on the Conscious Consumer Media Website