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We’re continually trying to improve our impact on the environment. As another step in the right direction, we’ve pushed for the next level of sustainable denim together with American denim brand, Lee. The result? A clash of oversized silhouettes and fitted shapes, essential jersey pieces and accessories in an iconic ’90s vibe — all made from more sustainable materials, of course.

We carefully thought through every detail in the process of making this collection. Our goal is to be more transparent: to show you what we've done, how we've done it, and why it matters. That's why we've included the Life Cycle Assessment data with each denim garment so that you can easily see the environmental impact of the pieces you like.

With that being said, we're glad to say that we've created our first ever 100% recycled cotton jeans, produced non-cotton denim, and used water-saving dyeing processes and more sustainable choices for all details in the collection.

So, what about the details? All metal trims are non-plated and non-toxic, the sewing threads are made from recycled polyester and the back patch is non-leather made from FSC certified cork and jacron paper.

Stretch jeans made from 75% pre-consumer recycled cotton from industrial waste, 20% from post-consumer recycled cotton from collected garments, and 5% LYCRA® T400 EcoMade and LYCRA® EcoMade.

What else? Well, aside from more sustainable trims like all the pieces in this collection, these jeans are also made with water-saving dying processes (90% saved compared to conventional), and no harmful chemicals. Isn't that just amazing?

"Transparency is a crucial part of H&M’s journey to a more sustainable future. If we're transparent about our products and our business, it means that we're prepared to be accountable for our work, and to push ourselves to keep improving.”

— Giorgina Waltier, Transparency Strategy Lead, H&M.