H&M has announced an upcoming sustainable collaborative collection with American denim brand LEE, encompassing menswear, womenswear and kidswear.
The Lee x H&M collection focuses on sustainability in its design, looking at every stage of the denim production process. Fabric is crucial, with the collection including H&M’s first 100% recycled cotton jeans, made from 80% post-industrial waste and 20% post-consumer waste.
For the women’s collection, wide and loose jeans have a 90’s throwback feel, while Lee’s Rider jacket is recut with an oversized cocoon shape. Denim corsets feature alongside dungarees and overshirts.
For the men’s collection, workwear jackets are a wardrobe essential with Lee’s relaxed fit five pocket jeans cut from 100% recycled cotton. Dungarees, denim bucket hats and tote bags, as well as heavyweight jersey pieces complete the collection.
There’s also a 80’s and 90s throwback feel throughout the Lee x H&M kidswear collection, with relaxed cut jeans, dungarees, dungaree dresses and jeans with cargo pockets. Jersey pieces play with the heritage of Lee’s famous logo with pieces t-shirts and hoodies.
TheIndustry.fashion has created an extensive gallery to showcase key pieces in the collection:
Jon Loman, Designer at H&M, commented: “We just loved working with Lee to push for change. A change for more sustainable and circular denim garments. We looked at every detail and challenged each other in a positive way. It’s also amazing to work with Lee’s iconic designs and give them a bit of our flavour, for H&M denim lovers around the world.”
Chris Waldeck, EVP Global Brand President at Lee, added: “Lee is proud to be collaborating with H&M to continue our efforts to make better denim. Our brand was founded more than 130 years ago with innovation in mind, and today we are happy to be joining with H&M to advance denim into a more sustainable future.”
The collection is due for release 28 January 2021, available online and from select H&M stores. It is expected to be available in UK stores once non-essential retail reopens.