Sustainable Fashion at H&M Spring 2010

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(CC) Flickr / Qiao-Da-Ye賽門譙大爺

(CC) Flickr / Qiao-Da-Ye賽門譙大爺

H&M’s Garden Collection, which features sustainable fibers throughout the line, hits stores on March 25. A bright green hang tang — including a 30-word description with a link to more information online — marks clothing made with organic cotton and linen, recycled polyester, and Tencel (an environmentally preferable organic fiber). The Garden Collection is in keeping with H&M’s wider commitment to organic cotton and sustainable fashion plans for 2010, and prices for the new line remain consistent with other H&M products.

In the past, companies have offered organic cotton clothing at a premium, hoping that customers would be willing to pay more for the reduced environmental impacts. This collection, along with similar shifts to organic cotton from other major apparel companies such as Nike and Walmart, demonstrates that organic cotton can be incorporated affordably, and in harmony with other lines.

Furthermore, H&M has also shown that consumer communication on sustainability has finally gone mainstream. Consumers now understand that they can and should ask questions about where there purchases come from and how they are made. They have also proven that they can understand and incorporate sustainability concerns into purchasing criteria.

More information here.