With its new men's denim line 'Jeans Redesign' the Swedish fashion giant wants to take another step towards circular production.

The whole thing is being spurred on by the Ellen MacArthur Foundation's 'Make Fashion Circular' initiative, launched last year, which sets out how denim design and production can be made to meet the principles of the circular economy through durability, recyclability and the responsible use of resources–and of which H&M is a partner.

According to H&M, the aim is to achieve a completely circular production process in all processes, and accordingly "followed and, in some cases, even exceeded the guidelines put forth by the Ellen MacArthur Foundation on garment durability, material health, recyclability and traceability".

Jeans Redesign is entering the race with three jeans styles (slim and straight, regular straight or a more relaxed shape), two jackets, an overshirt, a tote bag and a bucket hat. The color palette ranges from light gray and washed black to medium blue and deep indigo.

When it comes to production details H&M unveils the following:

- The denim fabric used throughout is made from a mix of organic cotton, up to 35% recycled cotton (from post-consumer waste), dyes that considerably reduce water waste and energy consumption compared to conventional alternatives.

- The Screened Chemistry method for selecting safer chemicals was in use to allow only low impact finishes (green score in EIM, Environmental Impact Measurement by Jeanologia) and no conventional plating was used on the metal trims.

- To enable circularity of the products, Tencel threads were used.

 “Sustainability and circularity should be seen as the parameters that designers move within. It’s a new set of borders and limitations, if you like. Being a designer is also about finding new opportunities and connecting more with the technical side of how a pair of jeans is made. This project went back to the foundations and what was taken for granted before was now seen with new eyes,” says Jon Loman, designer at H&M.

'Jeans Redesign' will go on sale from 15 October.

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