H&M are set to launch a new line of eco-friendly clothing just in time for Earth Day. The Conscious Collection will be a constant fixture throughout the year, featuring materials like organic cotton, organic linen, Tencel, recycled polyester and repurposed wool.
It’s a good sign – H&M’s foray into eco-fashion indicates that there’s enough consumer interest for it to be a worthwhile venture for a mainstream company. If the retail giant takes strides in this direction, perhaps others will follow. At the very least, it will improve H&M’s corporate responsibility image as many blame them for contributing to the disposable fashion epidemic.