27 January 2021
H&M is proud to announce their collaboration with American denim brand, Lee. For this particular collection, they’ve taken a new holistic approach, looking at every stage of design and production.
We’ve made our first 100% recycled cotton jeans (made from 80% post-industrial waste and 20% post-consumer waste), a non-cotton denim jacket (made from 50% TENCEL™ Lyocell and 50% LENZING™ ECOVERO™ Viscose) and used non-leather backpatches made from FSC* certified cork and jacron paper.
The collection is inspired by the ´90s, filled with statement pieces from Lee´s archive, together with essential jersey pieces and accessories. Think wide jeans, denim dresses, carpenter jeans, dungarees, jeans in relaxed fits, tees, hoodies, bucket hats, beanies and much more — all made from more sustainable materials.
The kids’ collection has a fun ’80s and ’90s feel, featuring relaxed jeans, dungarees, dungaree dresses, jeans with cargo pockets, jersey pieces, accessories and the iconic Lee Rider Jacket that has been cut in a slightly cocooning shape.
WHY ARE H&M COLLABORATING WITH LEE ON THIS COLLECTION OF SUSTAINABLE DENIM?
“We have a huge responsibility to change how fashion is made and produced. A big part of this change comes through collaboration, sharing ideas and pushing for a sustainable future. H&M is proud to collaborate with Lee, to show how we can make denim in a better way,” says Helena Helmersson, CEO of H&M Group.
WHAT ARE THE ADVANCES IN DENIM IN THE COLLECTION?
“There are many other components to jeans than just the denim, like the threads and the metal buttons. If we are truly sustainable, we have to address every single material that makes up the jeans. To create the Lee x H&M collection, we’ve worked hard with our suppliers to find more sustainable solutions for the threads that hold the jeans together, the cotton that makes the pockets, and the metal for the button, rivets and zipper. We hope that by pushing for more sustainable solutions, it makes it easier for the denim industry as a whole to follow our lead,” says Victoria Allen, Designer at H&M.
The Lee x H&M collection will launch 28 January
* Availability will differ between countries. Check with your customer service for the release date and where to shop the collection.