We are so excited about the latest H&M collaboration! The fashion giant is joining forces with American denim legends LEE to push for the next generation of more sustainable denim. LEE x H&M is a collaboration that’s as ambitious about sustainability as it is full of positive spring attitude.
The H&M and LEE design teams have worked together for better denim, both how it’s made and how it looks. It’s a holistic collaboration with advances at every stage of design and production, from H&M’s first ever 100% recycled cotton jeans, to non-leather back patches made from cork and jacron paper. The result is a collection of statement style pieces for women and men, each with a holistic attitude to sustainability.
“We just loved working with LEE to push for change. A change for more sustainable and circular denim garments. We looked at every detail and challenged each other in a positive way. It’s also amazing to work with LEE’s iconic designs and give them a bit of our flavor, for H&M denim lovers around the world,”
Jon Loman, designer at H&M.
For the first time, H&M will also share Life Cycle Assessment (LCA) data on hm.com indicating the water, C02 & energy impact of each denim garment from raw materials to end of use. This transparency is matched by the positivity of the fashion, with oversized and cocooning silhouettes as well as workwear shapes that draw on LEE’s esteemed heritage. LEE x H&M features collections for women, men and kids, and will be available on hm.com, as well as selected H&M stores, from 28th January.
“LEE is proud to be collaborating with H&M to continue our efforts to make better denim. Our brand was founded more than 130 years ago with innovation in mind, and today we are happy to be joining with H&M to advance denim into a more sustainable future,”
Chris Waldeck, EVP Global Brand President, LEE
Chris Waldeck, Global Brand President, Lee told us some more about the collaboration:
Why did you decide to collaborate with H&M?
Simple – because it is a fantastic opportunity to work with a brilliant global partner that is as ambitious about sustainability as we are. H&M wanted to explore ways to deliver better denim both in terms of how it’s made and how its looks. The chance to join with H&M to advance denim into a more sustainable future is fantastic and meaningful.
How did you find the experience?
Genuinely inspiring. The H&M team brought so much passion to the project and a real respect towards the Lee brand and its heritage. It is a pleasure to work with a team that exemplifies professionalism, creativity and a commitment to sustainability.
There were challenges though. We had to do it all in the middle of a pandemic, so we didn’t get to meet in person and exchange our ideas, which was a shame. However, we’ve been able to collaborate remotely really well and are looking forward to a time when we can meet and celebrate the collection in person when it is safer to do so.
Denim is ubiquitous and universally loved and worn by everyone, why do you think that is?
Denim is about more than just fashion or apparel, it has become part of the fabric of society and of culture. As well as being something that most people can wear and feel good about wearing, it has this amazing history that you become part of when you pull on a great pair of jeans.
When it was first introduced it was a revolutionary fabric and later on it became the fabric of revolution. So, it has always been about innovation and newness and with our shared drive for innovating in sustainability, Lee Jeans and H&M are taking that story forward again.
What makes this collection unique?
It’s a fusion of nostalgia, modern style and innovation. The way that we have been able to come together to take legendary styles and reimagine them for now – and, crucially, to do so using truly sustainable practices – makes this an important and meaningful collection, as well as a stylish one.
Why do you think it is really important to create more sustainable denim?
For us at Lee Jeans it is a path we have committed ourselves to, and we all understand the urgency. It’s not just important, it’s necessary. It has been amazing to find a like-minded partner in H&M that wants to help champion sustainable denim all over the world and across price points.
How is the denim in this collection more sustainable?
It has been created using a series of materials, innovations and processes that we have developed in order to deliver the most sustainable denim possible.
The result is a collection that heralds H&M’s first ever 100% recycled cotton jeans, using 80% post-industrial waste and 20% post-consumer waste.
Alongside this, the collection also includes non-cotton denims in entirely man-made renewable fiber blends, while stretch jeans are made with 95% recycled cotton and 5% LYCRA T400 EcoMade + LYCRA EcoMade.
Meanwhile, all metal trims, zipper and threads have been chosen for their reduced impact or sustainability credentials and even the iconic Lee back patch comes in a non-leather version combined with FSC certified cork and jacron paper, sealed with water-based glue and printed with water-based ink.
There’s also water-saving dyes and lower impact denim washes that are third party verified for their lower water usage, chemical, and energy consumption.
What are your top tips for the care and cleaning of denim, so it lasts longer (and is more sustainable)?
We can all choose to make small changes to help reduce our impact on the environment. With denim, our efforts to save water and electricity can even help us to care better for our precious products as well, so both your jeans and the planet will be thankful.
To start with, we recommend buying good quality denim that will last longer and keep its shape. Then be mindful – don’t just wash something because you have worn it. Denim is a hardy fabric that can take multiple wears and sometimes just airing it will freshen it. When you do wash them read the care label and use a cold setting or better yet, hand wash. This will help maintain the integrity of the fabric and reduce your energy usage. And, fewer washes will help the denim to develop its individual character.
Women’s collection
It’s about a clash of oversized silhouettes with fitted shapes in the women’s LEE x H&M collection, in light washes and pop colors that capture spring energy. Ultra-wide jeans have 90s throwback flavor; pleat-front balloon jeans taper at the ankle for a sharp silhouette.
Denim corsets give attitude, while an update of LEE’s classic Rider jacket has an oversized cocoon shape, modernizing this iconic style. The Rider is also transformed into a button-through dress, while a functional overshirt contrasts workwear pockets with the charm of a gathered cuff. Oversize dungarees capture Lee’s workwear history, as well as that 90s vibe.
LEE x H&M is full of essential jersey pieces: cropped fitted long-sleeve crewnecks are in white or lilac, as are boxy Tee’s, while an ecru sweatshirt has key design details like dropped shoulders and an oversized rib. Finish the look with denim bucket hats or caps, plus beanies and a LEE-branded webbing belt in white and lilac.
Men’s collection
Authenticity is at the heart of the men’s LEE x H&M collection, like the 100% recycled cotton relaxed fit five-pocket jeans, drawing on tradition for a timeless streetwear style. LEE x H&M workwear jackets will become a wardrobe staple in either raw or washed denim, the four pockets picked out in LEE’s signature stitching. Carpenter pants have a loose fit and a utilitarian design, right down to the hammer loop. There are also five-pocket regular fit jeans, plus loose-cut dungarees that bring their own functional style.
Sweatshirts, hoodies, T’s and trackpants are printed with the famous Lee logo, plus text that celebrates the history of the brand. Jerseys are heavyweight, to give that sense of volume, in a pop of neon yellow or ecru. There’s also an indigo denim bucket hat and shopper perfect for building personal style.
LEE x H&M will be available on kw.hm.com, as well as selected stores worldwide, on 28th January.
