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fashion: feature
 Emphasizing organic
 The
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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