H&M, who began their relationship with organic cotton in 2003, is ready to promote their new organic clothing collection next month. In the past, H&M’s organic cotton had focused mainly on their baby and children’s clothing line, but now it is being expanded into their women’s, maternity, denim and girl’s lines. Some say this is just a sign of the times.
Fashion and beauty brands continue to go beyond their product image and branch out into aspects that are eco-friendly. As I noted with Lancome and Diesel, H&M becoming more earth-conscious will be just one of the many brands that come forward this year with a greener focus. Whether they’re doing it to exploit a fearful future we all face with Global Warming or because they are truly committed to evolving their brand with a more earth friendly approach, being gentler on the environment benefits us all.
H&M won’t make their organic cotton lines a price point issue for consumers. While the H&M organics will have a special hang tag to clearly identify the clothing from regular H&M lines, the prices will not be much different, which will hopefully encourage more purchases from these lines.
Which brand do you think is next in the environmentally friendly trend? Stay tuned here for more fashion updates!