What’s blue, rugged and ubiquitous? Denim of course! There’s a pair in everyone’s closet, especially kids. Making it an especially important material to become more sustainable. H&M continues its drive to make better, more sustainable denim. There are seven pieces in the kids collection – wide-leg jeans, rolled-up hem jeans, relaxed fit jeans, two different shirts, dungarees and jacket – each with laidback, easy-to-wear vibe in either a light blue, mid-blue or faded black wash. This is H&M’s most sustainable kids denim collection yet, crafted from a combination of organic cotton and recycled fabrics, with the threads, labels and pocketing also made from more sustainable materials.

Simply put, H&M wants to make better denim by reducing the use of resources and reusing what already exists. The recycled fabrics in this kids collection come from reusing both industrial waste and collected garments, and are a vital part of one of the biggest ambitions at H&M – to move to a circular production system.

Additionally, by 2030, H&M’s goal is to only use 100% sustainably sourced materials. Currently within H&M Kids collections, they are at 81% sustainably sourced materials of the total materials used. H&M will also share Life Cycle Assessment (LCA) results for these products on hm.com. The results will indicate the water, C02 and energy impact for each product from raw materials to end of production.

The H&M Kids sustainable denim collection is available in selected stores and online at kw.hm.com.