H&M's new denim focuses on reducing water and energy consumption
H&M's 'Conscious Denim' collection for the whole family shows styles such as the comfortable boilersuit made from Tencel (image left) or an indigo colored elegant wool coat (picture right).
H&M references with 'Denim' not only the classical cotton twill textile but at first the color indigo and the appeal of the pieces. The clothing items themselves are made from various fibers such as wool or Tencel. Reducing the environmental impact by optimizing the washing process is H&M's main focus of the 'Conscious Denim' collection which comes in around a week on 2 October 2014 into stores and online worldwide. At its newsroom on hm.com, the label publishes more looks and information about the collaboration with Jeanologia (delivered measuring software) for reducing water and energy consumption.