On 2 October, 2014, H&M will introduce Conscious Denim, an expansion of the present conscious collection. With Conscious Denim, H&M makes use of more conscious processes and sustainable materials such as Tencel.

In order to ensure a more sustainable fabrication, the brand uses criteria from Spanish denim consultant Jeanologia to test its denim washing processes, including water and energy consumption. Therefore, the washes used on H&M’s denim have been graded to assess their environmental impact.

The result is a full collection for women and men, as well as kids with modern cuts in deep indigo tones. Women can choose from low- or high-waisted skinny jeans to boyfriend cut jeans, while the men’s collection features classic 5 pocket styles in raw denim and jeans in different cuts and washes. Conscious Denim for kids includes jeans and dungarees.

"We're so excited about Conscious Denim at H&M. We’ve worked hard to reduce the environmental impact from the washing processes alongside using materials that are more sustainable. The collection is full of great pieces, and proves how sustainability can equal great style," says Helena Helmersson, head of sustainability H&M.

The collection will be available worldwide for women in around 1,000 stores and for men in 700 stores, as well as online. Furthermore, all garments will feature the Clever Care label, with details on sustainable wear.