H&M Waste Not!

24 January 2011

The craze that was Lanvin for H&M may have just about subsided but it seems that the people over at the Swedish high-street mega-brand are still thinking of ingenious ways to make the most of it all – and minimize waste in the process, which rightfully earns them some extra brownie points! What to do with all that remaining lovely Lanvin material that’s been lying around the factory floor (so we imagine) ever since Monsieur Elbaz cut cute must-have prom dresses from it? Turn it into a brand new collection, of course!

Following last summer’s Garden collection, which as we reported, was made using environmentally-adapted materials like recycled polyester and organic cotton, produced without hazardous chemicals, it seems that the brand is taking issues of unnecessary waste seriously. This latest move, with the appropriately but not exactly creatively named line Waste, instantly brings to mind last year’s controversy when bags of brand new but unwanted stock were found outside one of the high-street brand’s biggest New York stores.

We applaud H&M for taking the initiative to do something about it and hope that this isn’t a one-off collection. Other high-street labels, like Urban Outfitters, regularly recycle clothing into new designs – their line is called Urban Renewal. So, bravo H&M and we hope we’re not being too picky but could the next collection possibly be inspired by something other than Harlequins? Thanks!


-- Kiki Georgiou


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