Recycled denim going on sale in H&M

Plastic milk bottles and cardboard cereal boxes aren’t the only everyday items which can be recycled – clothes can be too. European fashion brand H&M is selling five new items […]

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By Vicky Ellis

Plastic milk bottles and cardboard cereal boxes aren’t the only everyday items which can be recycled – clothes can be too.

European fashion brand H&M is selling five new items in stores made from recycled clothing.

Denim pieces such as jeans, jackets and a gilet (pictured) made out of recycled cotton will go on sale next month (February).

They are the first products made of recycled textile fibres from garments collected in H&M’s Garment Collecting Initiative where customers bring in old cast-offs from any clothing brand to its stores around the world.

Jon Loman, concept designer working with the recycled denim fabric said: “The trend is moving more and more towards working with recycled fabrics and as a designer you of course want to work with the latest trends and developments.

“It feels good to do something that both we and our customers believe in and that benefits the environment.”

The company’s new jeans collection contains 20% recycled cotton which it said is the “maximum amount” that can be used today when making new fabric without compromising the quality.

Every year tonnes of textiles are thrown out and end up in landfill but as much as 95% of these clothes could be used again, according to the clothing firm.