Trending 27th January 2021 by Denise Curtin

First Look: Lee X H&M Collaboration To Focus On ‘Next Gen’ Of Sustainable Denim

STELLAR PROMOTION: A collection to wear now and forever.

Think ’90s fashion, sustainability and denim galore – the three components which are set to make H&M’s latest collaboration with American denim brand, Lee, their best yet.

This collection is a pretty special one for the retail giant as they’re changing up how they do things, taking a more holistic approach when bringing this collection to life. Joining forces with Lee, the brand want to show the history behind their garments, down to the threads and metal buttons – highlighting transparency and the importance of acting consciously and choosing wisely when it come to creating fashion.

The collection will see H&M dive deep into the dreamy Lee archives, collaborating to bring a new lease of life to some of their statement styles like wide jeans, denim dresses, gorge dungarees, relaxed tees, denim jackets, as well as accessories like bucket hats and beanies.

It’s exciting to see that this collaboration also includes some big firsts for H&M, like their first-ever 100% recycled cotton jeans (which we’re dying to try out!) as well as the inclusion of Life Cycle Assessment (LCA) data on hm.com – indicating the water, C02 & energy impact of each denim garment from raw materials to end of use – yes to this!

Speaking about the collection, CEO of H&M group Helena Helmersson says:

“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.”

Mind you, this collaboration isn’t just going to focus on clothes for the grown-ups. A childrens’ collection will also be included, highlighting sustainability right up through the generations.