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On October 5th, H&M launches their forth Close the Loop Denim Collection with six different styles made from sustainable and recycled cotton.
H&M's creative advisor Ann-Sofie Johansson talks to us about the initiative in an exclusive Q&A.

What was the inspiration for the Close the Loop Denim Collection?

– For this Close the Loop Denim collection, we’re trying to evoke the feeling of “Modern Vintage”. Inspired by the return of vintage denim on the streets and social media, our aim is to capture the sentimentality of much-loved denim pieces but put a thoroughly modern twist on it. We were fascinated by denim’s iconic status in fashion and for a good reason—it’s a truly democratic material, worn by everyone and anyone all over the world.

– The result is a mix of modern trims and vintage looks. Natural leather tones for the badges, shiny silver metallic trims and playful ring zippers for a more up-to-the-minute feel, but to get that true iconic feeling, we knew that we needed to have a genuine button-fly detail on the jeans.

What styles or fits can we expect from the collection?

– Our main focus was to emphasize the natural waistline and create the most flattering silhouette so all the pieces in the collection have a high waist that sits at that waistline. But there are a variety of silhouettes—an updated skinny, an original fit straight-leg and new wide-leg jeans. To complement the capsule collection, we then added a midi-skirt, wide-leg dungarees and an oversized jacket. As for colors, we chose to go with worn-in mid-blues and washed-out blacks this season, reinforcing the “Modern Vintage” vibe.

What kind of sustainable fabrics are you working with for this collection?

– We are working only with denim materials made from sustainable cotton and all of the pieces contain recycled fibers obtained from the Garment Collecting Initiative.

What is your favorite piece in this year’s Close the Loop Denim Collection?

– As the collection consists of six essential denim pieces, it is hard to choose only one favorite. The garments are all carefully designed to reflect the perfect modern vintage look and each of them are in some way a wardrobe keystone. But if I would pick one piece from this year’s collection that feels extra appealing and fun, it would be the dark washed dungarees with its wide leg silhouette and silver zipper in-front.

Why have you made the Close the Loop Denim Collection?

– The collection is an example of how H&M is closing the loop on textiles and we are thrilled to launch our fourth Close the Loop Denim Collection in which all pieces
contain recycled cotton. Our aim is to use even more materials made of recycled fibers in the future in order to avoid more textiles going to landfills, to reduce our environmental impact related to raw material production, and to save natural resources.

What other garments or collections also make use of the Garment
Collecting Initiative?

– H&M was the first fashion company in the world to offer garment collecting in stores globally in 2013. It allows customers to drop off used clothing and other textiles in any H&M store to be reused or recycled into new fibers. In early 2014, we introduced the first pieces made with recycled cotton from the Garment Collecting Initiative.

– You can always find garments at H&M made from conscious materials including recycled cotton, recycled wool and recycled polyester, plus more sustainable man- made cellulosic fibers such as lyocell, as well as FCS-certified wood and rubber.

In short terms, what are H&M’s goals when it comes to sustainability?

– Our goal is to create a completely closed loop for textiles, and for all cotton in our range to come from sustainable sources by 2020. Additionally, technological
challenges currently do not allow for more than 20% recycled cotton when making new fabrics without quality loss, but we are investing in technology and encouraging innovation to overcome this, with the overall aim of using more material made from recycled fibers in the future.

The collection will be available online at H&M from October 5th.


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