“We are proud to announce our collaboration with American denim brand, Lee. For this particular collection, we’ve taken a new holistic approach, looking at every stage of design and production.”
These are the words of Swedish fashion retail giant, H&M as they announced their partnership with Lee Jeans in producing a sustainable denim collection. The fashion range will include a wide variety of garment pieces all made from sustainable materials. These garments include jeans, denim dresses, tees, dungarees, hoodies, beanies and many more. In making the collection, much inspiration was pulled from the fashion forward period of the 90s with statement pieces being incorporated from Lee’s archive.
“We’ve made our first 100% recycled cotton jeans (from 80% post-industrial waste and 20% post-consumer waste) and non-cotton denim jacket (from 50% Tencel Lyocell and 50% Lenzing Ecovero Viscose), and we used non-leather backpatches made from FSC certified cork and jacron paper.”
As the creative brand duo worked to put together the campaign to launch the collaborative collection, many creatives and influencers from around the world were approached in this regard to help in further promoting the sustainable collection.
Here in Mzansi, popular YouTuber and fashion influencer, Pamela Mbhele (@pamzokuhle) was approached of which she posted a video and photos on Instagram sharing more insight into the sustainable collaborative denim collection by H&M and Lee Jeans.