In addition to the somewhat shocking news revealed last week that H&M stores were deliberately destroying clothing before discarding it, the fast-fashion mega chain made another announcement this month; they are launching The Garden Collection by H&M. This collection follows a number of designers trying to integrate eco textiles into their collections.
Filled with bright florals and color saturated basics, the collection has all been made using sustainable materials and – here’s the ironic part – recycled polyester made from PET-bottles and textile waste. Despite the obvious bad timing in the release, the collection is quite saleable and is sure to sell well for the store. The collection was designed with the intention of the pieces being layered and mixed to create a whole look made of eco-friendly garments.
The collection will launch in March 2010.