LEE x H&M: Collaborating for the next generation of more sustainable denim
H&M is proud to announce it has collaborated with American denim legends Lee to push for the next generation of more sustainable denim. It’s a holistic collaboration with advances at every stage of design and production, from H&M’s first ever 100% recycled cotton jeans, to non-leather backpatches made from cork and jacron paper. For the first time, H&M will also share Life Cycle Assessment (LCA) data on hm.com indicating the water, C02 & energy impact of each denim garment from raw materials to end of use.
This transparency is matched by the positivity of the fashion, with oversized and cocooning silhouettesas well as workwear shapes that draw on Lee’s esteemed heritage. Lee x H&M features collections for women, men and kids, and will be available from 28th January.
“We just loved working with Lee to push for change. A change for more sustainable and circular denimgarments. We looked at every detail and challenged each other in a positive way. It’s also amazing to work with Lee’s iconic designs and give them a bit of our flavor, for H&M denim lovers around the world,”says Jon Loman, designer at H&M.
“Lee is proud to be collaborating with H&M to continue our efforts to make better denim. Our brand was founded more than 130 years ago with innovation in mind, and today we are happy to be joining with H&M to advance denim into a more sustainable future,” says Chris Waldeck, EVP Global Brand President,Lee®
Lee x H&M is an ambitious collaboration that has sustainability central to its design. The brands took aholistic approach, looking at every stage of denim production. Fabric is crucial, such as H&M’s first 100%recycled cotton jeans, made from 80% post-industrial waste and 20% post-consumer waste. There’s also denim that’s cotton-free, made instead from renewable man-made fibers, as well water-saving dyes and lower impact denim washes that are external party verified for their lower water usage, chemical, and energy consumption.
For the women's collection there are loose fit jeans with a real 90's vibe, while Lee's classic rider jacket has been given a new, oversized look. The men's collection includes denim jackets with a workwear vibe, relaxed fit five pocket jeans and carpenter jeans. For women, men and kids there are dungarees, T-shirts, sweaters and accessories including a tote bag, beanies and bucket hats. For Lee x H&M, different types of organic and recycled cotton have been used and the brand labels are made of cork and jacron paper, a material similar to leather.
