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fashion: feature

Emphasizing organic Emphasizing organic

Lucire is UNEP's first fashion industry partnerThe world’s biggest clothing retailer, Hennes & Mauritz, ups its organic cotton usage for its autumn–winter 2007–8 season


YOU KNOW the green movement has mainstreamed when the world’s biggest clothing retailer says it will emphasize organic cotton for the upcoming autumn–winter 2007–8 season.

Lucire was one of the first fashion magazines to look at environmentally sensible solutions from 2003, when it was named the first fashion partner of the United Nations Environment Programme. Since then, most fashion titles have followed suit with irregular “green issues”. But to see Hennes & Mauritz get there is rewarding, though it’s expected: its home country of Sweden is one of the most eco-conscious and clean nations on Earth.

H&M has used organic cotton regularly since 2004, but this is the first season in which it has focused on it strongly.

The company says organic cotton can be found in selected garments in all its ranges and those with the material will be specially labelled.

‘Naturally our customers are concerned about the environment, but it’s also important that garments are up-to-the-minute trend-wise. Romantic styles combined with sporty influences are key this autumn with the use of denim as a complementary fabric,’ said head designer Margareta van den Bosch in a company statement.

Before 2003, green fashion was mistakenly thought of as khaki-toned and behind the times, when the opposite—especially as highlighted in this magazine’s ‘Behind the Label’ features by Summer Rayne Oakes—has been true.

Among women’s clothes, tunics, short dresses, T-shirts, underwear and nightwear can be found made from organic cotton. H&M Mama, the maternity range, features tops, tunics and jeans.

Men can find organic cotton Ts, shirts, trousers, jeans, shirts and sweaters.

Organic cotton also features in H&M’s Divided and children’s collections.

The company says that it expects to use 1,100 tonnes of organic cotton in 2007, compared with 30 tonnes in 2006.


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