There Are Still So Many Good Pieces Left of H&M Conscious Collection

Published 30/03/2020
By: xxx Published: d/m/Y

Photo, Annica Eklund
Retouch, Åsa Eriksson

Who doesn’t love a good capsule collection? Without speculating too much I think small very nisched capsule collections is the future of fashion. No big collections four times a year, only two main collections and a few good injections to spice it up.

H&M has been doing a sustainable collection once a year since 2010 (and let’s be honest that was quite a few years before sustainability was the hottest potato in the pot) and I remember that first one so well. This weekend me and Linn looked at old Facebook photos and when I saw Linn in that watercolor flower jumpsuit on a boat in Spain with her friends, all drunk on cider I could still feel the envy of her having that jumpsuit and not me! It was called the Garden Collection and it may have been 10 years ago but I can still remember the feeling of finally getting into H& and seeing those horrifying words in red. SOLD OUT.

But I have moved on (not really).

Much has happened since then, H&M Conscious has become H&M Conscious Exclusive, but the biggest change has been made in the industry. Today all progressive brands has a sustainability plan and goals on how to reduce their climate footprint and that insistence (from both brands and costumers of course) has lead us to a number of new materials.


Renu is a recycled polyester made out of old clothes and textiles.


Econyl is one of the most popular materials to work with right now when it comes to sustainable options to nylon. It’s made out of recycled nylon and old fishnets which also contributes to cleaner oceans without compromising the result. Very common in swimwear which is good to remember since summer is hopefully around the corner (but what does one know about anything anymore).


Vegea is one of the new sustainable materials I am most excited about. It’s made out of the waste you get when producing wine. So you make the wine right and then you use the leftover grape skins, stalks and seeds and turn it into a material that can be compared to leather. Only it’s vegan. So really it’s a win-win for everyone? Wine and vegan leather.

Vegetable dyeing

This is probably one of the oldest methods in textile production? But I love that it’s back. How many times has one not spilled beet juice or coffee on a piece of clothing and thought to one self well fuck me this is never going to come off.

For this collection H&M specifically has taken left over coffee-grounds from their HQ Offices and used to create the beige and brown tones.

The collection was released in the end of last week but there are still so many good pieces left to hitch.

Published 30/03/2020

Fanny Ekstrand is a writer, creative consultant and founder of Hobnob. She says she is the master of vintage shopping and knows all the pasta dishes in the world.

Comments (0)

Tell us your toughts!

Your email address will not be published. Required fields are marked *