H&M to Unveil a Green Fashion Collection

February 10, 2011

In April, just in time for Earth Day, Swedish retailer H&M will unveil its Conscious Collection, a sustainable fashion line made from organic cotton and recycled polyester.

Previously, H&M said that by 2030 it plans to exclusively use organic cotton for its apparel.

Last year, the company received a slew of bad publicity and a backlash from consumer after it was reported it slashed and destroyed unsold h&m logo clearance items at a store in New York City, a practice the chain said it has since ceased.

In a recent inquiry from The Washington Post about its new green initiatives, Jennifer Ward, U.S. spokeswoman for H&M said: "The collection is part of our work, but we work in other ways to ensure that our business is run in an economically, socially and environmentally sustainable manner. We want to invest in a better environment."

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Keywords: organic cotton, recylced textiles

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