Greater emphasis on organic cotton at H&M this autumn
Following a successful launch this spring, H&M is expanding its organic cotton range this autumn. The collection, which now includes everything from underwear to outer garments, will be on sale in men’s, women’s, teenage and children’s departments at stores in all H&M markets from August.
‘Naturally our customers are concerned about the environment, but it’s also important that garments are up-to-the-minute trend-wise. Romantic styles combined with sporty influences are key this autumn with the use of denim as a complementary fabric,’ says H&M’s head of design Margareta van den Bosch.
THE COLLECTION
All organic cotton garments carry a special hang tag to enable customers to distinguish them easily.
Women
Tunics and short dresses form the basis of the women’s collection of organic cotton pieces. There are simple T-shirt styles as well as voluminous, low-cut styles, a patterned smocked top, and empire cut or wide sheath dresses. Narrow-cut and wide-leg trousers and leggings are also included in the collection. The colour range is grey with cerise and white accents.
The range of organic cotton underwear and nightwear includes camisoles, shorts, a short nightdress, bra and hipster briefs in dusty rose or grey mélange with intricate lace details and smocking.
H&M Mama offers a number of plain and striped nursing tops and tunics, and a pair of maternity jeans. The range also includes bodysuits for babies to match some of the tunics. Most of the maternity garments are in black, white and grey jersey with red, pink, yellow and khaki touches.
Men
The men’s collection includes plain and striped T-shirts along with check and plain shirts, as well as a uniform-inspired shirt in grey, white, blue and green. Worker trousers, jeans and hooded sweaters are other pieces in the range. There are also basic tailored shirts in the collection and a number of styles of briefs and boxers.
Divided
For girls there’s a range of short style dresses with gathers and pleats, a corset dress, a tartan pinafore dress and T-shirt dresses with front prints. Narrow jeans in green, blue and grey and a hooded jacket complete the collection.
Boys can choose from a variety of T-shirts with prints, striped or check shirts, a cardigan and hooded jackets to complement straight-cut or narrow jeans in grey or black.
Children
Romantic tunics in denim, jersey or printed cotton, T-shirts with prints and drawstrings, a knitted dress, dungaree skirt, jeans and leggings make up the girls’ collection. Colours are white, grey and blue with elements of dusty rose.
For boys there are print T-shirts, a college sweatshirt and a cardigan, plus grey or blue jeans.
Price examples:
Ladieswear
Dress €19,90
T-shirt €14,90
Menswear
Shirt €24,90
Trousers €29,90
Young
Dress €19,90
Cardigan €24,90
Jeans €39,90
Childrenswear
Tunic €12,90
Jeans €7,90
ORGANIC COTTON AT H&M
H&M started using organic cotton in 2004, incorporating it into a selection of garments. The aim was to help increase the demand for organically cultivated cotton, which still only accounts for a very small percentage of world cotton production. Since then H&M has used an increasing amount of organic cotton and the quantity used this year is estimated at approximately 1,100 tonnes, compared with 30 tonnes in 2006.
The cotton used by H&M is certified by the Control Union. It has been cultivated without the use of harmful chemicals.
H&M has also been a member of Organic Exchange, an organisation that promotes organic cotton cultivation, since 2003.
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For more information please contact H&M’s press service:
E-mail: mediarelations@hm.com
Telephone: +46 8 796 53 00