H&M Conscious Collection In Store Now

Update (2/4/2013) - H&M Conscious Exclusive collection will be available at H&M Lot 10 KL from April 4th onwards. The partywear collection features red carpet worthy gowns, beautiful dresses and smart suits made from sustainable materials. Pictures of the collection have been added to the gallery below. Enjoy!

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The launch of H&M Conscious Collection happens today across the world and we are proud to be one of the first few to catch a glimpse of the eco-friendly clothing in store. 

Boasting lots of green (duh!), khaki and white, this collection is all about fashion and sustainability. The pieces are made from sustainable materials such as organic cotton, recycled polyester and Tencel. You now have the option to opt for a greener style without compromising on design or price.

For the Conscious Collection, we are looking at the season of spring with romantic styles like a floor-length dress alongside sporty shapes like a cropped jumpsuit and a tropical print T-shirt dress. In the accessories department, we see ankle-strap heels, scarf, rings, necklace, etc.

The glamorous Conscious Exclusive collection however will only be in store this April onwards. A sneak peek at the showroom has got our hearts palpitating fast, the evening wear line is truly beautiful with flowy fabrics and exquisite dresses.

Also launched today is the H&M Global Clothing Collecting initiative. Through this programme, you are encouraged to recycle your unwanted clothes to reduce environmental impact.

How to do this?

Pack all the clothing, from any brand and in any condition (worn, torn, can’t fit no more) into two medium-sized bags and drop them off at H&M stores (Lot10 Shopping Centre, Setia City Mall and Paradigm Mall). For your conscious effort, you’ll receive a voucher (15% discount valid on one item*) for each bag brought. Terms & conditions as below:

• Maximum of two bags given to H&M per day
• One voucher only per transaction
• Voucher not valid for purchase of gift card, designer collaboration items or any items on sale

The collected clothes will be sent to the nearest processing plant to be graded and sorted out by H&M’s partner I:Collect. There are four ways in which the clothes will be processed:

• Rewear - Clothing that can be worn again is marketed worldwide as second-hand goods.
• Reuse - Textiles that are no longer suitable to wear are converted into other products, such as cleaning cloths.
• Recycle - Textiles that can’t be reused get a new chance as textile fibres, or are used to manufacture products such as damping and insulating materials for auto industry.
• Energy - When rewear, reuse and recycle are not options, textiles are used to produce energy.

The Swedish brand is the first fashion company to launch this sort of initiative worldwide. This is a long-term project aimed at zero waste. We applaud their efforts and hope that more people will do their bit to reduce fashion waste the best way possible. Long live fashion!