H&M is proud to announce its collaboration with the legendary American jeans brand LEE which aims to promote the next generation of more sustainable denim. It's a holistic collaboration with new advancements at every stage of design and production, from the very first 100% recycled cotton jeans to the back patches made without leather and from cork and jacron paper. For the first time, H&M will also share on hm.com lifecycle analysis (LCA) data for each denim garment, showing its impact on water, C02 emitted and energy consumed, of the raw materials to its end use. This transparency goes hand in hand with the positivity of fashion, characterized by oversized and cocooning silhouettes as well as workwear shapes inspired by Lee's precious heritage.
Lee x H&M features collections for women, men and children, and will be available on hm.com from January 28.
“We loved working with Lee to drive change.
A shift to more sustainable, circular denim clothing.
We considered every detail and challenged each other in a positive way.
Working with iconic designs from Lee and giving them a bit of our flavor,
to the delight of H&M jeans fans, has been an incredible experience, ”
says Jon Loman, designer at H&M.
“Lee is proud to partner with H&M to continue our efforts to make better denim.
Our brand was founded over 130 years ago for innovation,
and today we are happy to partner with H&M
to advance denim towards a more sustainable future, ”
said Chris Waldeck, executive vice president of global brand Lee®.
Lee x H&M is an ambitious collaboration that places sustainability at the center of its achievement. Both brands have taken a holistic approach, looking at every step of denim production. The fabric is central, such as the one used to create the first H&M jeans in 100% recycled cotton, produced with 80% post-industrial waste and 20% post-consumer waste. There is also cotton-free denim, made from renewable synthetic fibers, as well as water-saving dyes and low-impact wash treatments, which are verified for water, chemical and energy consumption by a third party company.
In the collection for women, the wide, loose jeans have a retro '90s look, and Lee's classic Rider jacket is revisited in an oversized and enveloping style. Denim corsets add a feminine touch, while overalls and overshirts are reminiscent of functional workwear. Texloop ™ RCOT ™ recycled cotton jersey pieces complete the Lee x H&M look.
On the men's side, workwear jackets are essential pieces of the wardrobe with a real authenticity of Lee's design. The five pocket casual jeans are made from 100% recycled cotton, while the carpenter jeans are made with dyes to reduce water consumption and are sewn with 100% Tencel ™ Lyocell cellulosic thread. Workwear overalls, bucket hats and denim canvas bags, as well as heavy jersey pieces complete this more durable collection.
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