H&M reports they will increase organic cotton use in their fashion collections by 50% in 2009.
Mainstream brands have embraced organic collections season after season over the past several years, but H&M is leading the way for their competitors this year as they commit to switching a large portion of their manufacturing processes toward organics. My hope is that H&M will stitch to 100% organic cotton for their collections, because this will not only give them a sustainable competitive advantage but also set the stage internationally for the complete switch to organic cotton textile production.
Shown above is a little preview of H&M’s upcoming international spring 2009 organic collection.
Additional looks are also constructed from recycled cotton from textile factory waste like production remnants, recycled wool, and poly fabric created from recycled PET bottles and recycled, reused and upcycled textiles. While H&M has always prided themselves on social responsibility, their environmental goals are beginning to become a reality this year.
Via Style Will Save Us. All images above courtesy of H&M Organic Cotton Spring 2009 Collection.