WHAT IS CONSCIOUS DENIM?
H&M has two types of conscious denim: Organic Denim, which is made from organic cotton, and ”Close the Loop” denimDenim is a sturdy cotton warp-faced twill textile in which the weft passes under two or more warp threads. This twill weaving produces the familiar diagonal ribbing of the denim that distinguishes it from cotton duck (a linen canvas)., which is partly made from recycled cotton.
The Close the Loop jeans – worn by Flora above – are made from post-consumer collection schemes, like H&M’s garment collecting programme. When you drop off your old, unwanted clothes at an H&M store, you give them new life. The old cotton fibres are spun into new yarn and woven into new denim fabrics.
The Close the Loop jeans are each made from approximately 20% recycled fibres. Why not more? Because the technology isn’t that advanced yet. Recycled fibres are not as long as new fibres, so in order to make durable jeans (i.e. jeans that you’ll wear for a looong time), you actually have to mix recycled fibres with new fibres.
WHY SHOULD YOU WEAR IT?
Because it’s easier than ever to be cute and earth friendly at the same time. By recycling old cotton fibres, you help Mother Earth in several ways: You save lots and lots of water, since you don’t have to produce as much new cotton. Plus, you don’t have to use all the chemicals normally used when making a brand new pair of jeansJeans are trousers typically made from denim or dungaree cloth. Often the term “jeans” refers to a particular style of pants, called “blue jeans,” which were invented by Jacob Davis in 1871 and patented by Davis and Levi Strauss on May 20, 1873. Originally designed for cowboys and miners, jeans became popular in the 1950s among teenagers, especially members of the greaser subculture..
There is also another great thing about using PCW, post-consumer waste, to create new jeans – it stops discarded clothesClothes is a collective term for garments, items worn on the body. Clothing can be made of textiles, animal skin, or other thin sheets of materials put together. from ending up at landfill sites.
H&M uses criteria from leading denim sustainability consultants Jeanologia to measure the water-, chemical- and energy consumption when creating jeans. To achieve the best score on the scale – ”green”, the water consumption can’t be more than 35 litres of water per pair of jeans.
HOW TO BE EVEN MORE EARTH-FRIENDLY?
Don’t wash your jeans too often! It’s great that big companies and brands use less water and more recycled cotton when making jeans, but there’s actually a lot we can do ourselves. Number one rule – never wash your jeans unless it’s needed. If they seem a little murky, let them hang outside in the fresh air for a while. If you have to, wash them in cold water.