H&M has announced collaboration with American denim legends LEE to push for the next generation of more sustainable denim. 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 backpatches made from cork and jacron paper. 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.

Jon Loman, designer at H&M said: “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,”

LEE x H&M collaboration has sustainability central to its design. The brands took a holistic approach, looking at every stage of denim production. Fabric is crucial, such as H&M’s first 100% recycled cotton jeans, made from 80% post-industrial waste and 20% post-consumer waste. There’s also denim that’s cotton-free, made instead from renewable man-made fibers, as well water-saving dyes and lower impact denim washes that are 3rd party verified for their lower water usage, chemical, and energy consumption.