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Posted at 11:21 AM ET, 02/ 9/2011

H&M offers green collection

By Katherine Boyle

Swedish retail chain H&M, announced the launch of its sustainable Conscious Collection this past week. The Conscious Collection, debuting in stores on April 14th (just in time for Earth Day), boasts white and cream "minimalist" styles made from organic cotton and recycled polyester. The chain has announced previously that it aims to source all cotton products from organic cotton by 2020.

It's unclear whether this is a calculated attempt to green-up the label's image. Last year, the New York Times published a story shaming the brand for slashing and destroying unsold clearance items at its 34th Street location in New York, causing an outcry from shoppers and homeless advocates alike. The company vowed to end this practice.

But will the "green-washing" rectify past practices?

"The collection is part of our work, but we work in other ways to ensure that our business is run in an economically, socially and environmentally sustainable manner," said Jennifer Ward, U.S. spokeswoman for H&M via email. "We want to invest in a better environment."

According to design director Ann-Sofie Johansson, the H&M plans to design "recurring Conscious Collections" that showcase "what's possible [when] using more sustainable fabrics."

By Katherine Boyle  | February 9, 2011; 11:21 AM ET
Categories:  Fashion  
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