{ photos provided by h&m conscious collection press }
H&M has joined the sustainable fashion bandwagon and I'm so happy they did. H&M is one of the biggest retailers in the world and the fact that they are working hard to use more sustainable materials means that these efforts will actually make a difference in the environment. The just released sustainable style collection (conscious collection) uses recycled and sustainable fabrics such as organic cotton, recycled polyester, organic linen, and organic wool. This effort to use "greener" materials (organic cotton is cultivated without the use of chemical pesticides and fertilizers) is better for both the farmers and the environment. H&M's aim is to use 50% organically grown cotton by the year 2013. It has shown that customer's are also appreciating this conscious collection campaign as customers become more aware in the green movement. H&M also urges customers to wash less often and at lower temperature, stating that 85% of a garment's lifetime energy cost is from washing.
