This Week ELLE's Fashion Cupboard: H&M's New Sustainable Clothing Line

The ultimate guilt-free shopping

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This week H&M is taking over the ELLE fashion cupboard, turning our normally hectic showroom into a Scandi apartment full of Zen, to launch their sustainable denim line - Close The Loop.

You might remember that back in February 2013, H&M launched an exciting worldwide initiative, encouraging customers to bring in bags of unwanted clothes to any of their stores, in exchange for an H&M shopping discount voucher.

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Well, now they've done something very clever with 14,000 tonnes of old clothing collected - they've turned it in to new clothes. 

The innovative recycled line comprises of 18 new pieces made from recycled cotton for women, men and children. The ELLE fashion team particularly loved the shearling collar jackets, utility boiler suit, and classic slim-fits jeans.

We caught up with the Fashion Me Now blogger Lucy Williams who talked us through her favourite pieces in the collection, and gave us some great tips about borrowing clothes from the boys. 

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We invited Catarina Midby H&M's sustainability manager,  in the cupboard, who explained the journey of the collection and how the team took inspiration from their own wardrobes to create this new global line.

ELLE's Fashion Assistant, Felicity Kay also tried on her favourite pieces and showed us how she would style them (note: the one sided shirt tuck)

The great news is there is still time to help Close the Loop during H&M’s Recycling Week, which kicked off this week and runs until the 6th September.

Take a bag of clothes from any brand into any store, and you’ll receive two £5 vouchers, which can be redeemed separately on a minimum spend of £25!

And with the collection in stores and online now you can shop guilt-free, knowing you’ve done your bit for the environment and you’ve helped your bank balance too. 

Enjoy! 

 

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