Friday, April 17, 2015

Sustainable clothing collections at H&M and Gina Tricot

Posted by Amanda Villaruel |
I stopped by H&M and Gina Tricot today and checked out their sustainable collections. And of course, I just had to check the labels ;-)
H&M Conscious Exclusive collection and Gina Tricot Scandinavian It Girls sustainable collection
Photo courtesy of H&M and Gina Tricot


H&M Conscious Exclusive Collection

The Conscious Exclusive was launched yesterday, and the actress Olivia Wilde represents the collection. When I checked the online shop, a great deal of the clothes were already sold out!

A collection inspired by different cultures, I checked out a fringe skirt with a label stating that the skirt was made from recycled polyester and tencel. A dark green jacket was made from 100% tencel and a black smoking jacket in 100% organic silk. Then I saw an off-white, short leather jacket, made from real leather (why not choose vegan leather, H&M?)

Firstly, I think it's positive that the company has used recycled materials (ex. polyester) and a more sustainable material like lyocell (as a substitute for cotton and viscose) in their collection.

Secondly, they're giving the customers an alternative - an environmentally friendly product.

Thirdly it's good news that one of the largest fast fashion giants is implementing their sustainable policy, and maybe this will have an effect on or push other high street clothing giants in the same direction.

It seems like H&M has realized that people will continue to consume at an accelerated rate, and have tried to meet the consumers' needs and the environmental needs, by providing a green clothing collection.

Read: "Made in Bangladesh" equals unethical clothing?
H&M Conscious Exclusive collection 2015 - label
Checking the labels at H&M

The environmental perspective might be covered, but what about all the other clothes they produce, that aren't part of the Conscious collection? And trust me, there are a lot of other clothes that aren't proclaimed sustainable. You only need a quick spin in their shop and you'll know what I mean.

I don't have any numbers to refer to, but it seems like the sustainable collection only represents a small percentage of their assortment. Am I right? You could argue with that and say: "Well, it's better than nothing!" and I do agree ;-)

But frankly, the fundamental problem of high consumption among consumers still remains despite how many green collections H&M and Gina Tricot launch.

Read: Sustainable fashion terminology and glossary.

A sustainable style in 2015
 


Gina Tricot Scandinavian It Girl

Gina Tricot Scandinavia It girls - sustainable collection
Sustainable collection at Gina Tricot 2015

Gina Tricot's new sustainable collection was launched on April 9th, and was designed by the Swedish fashion blogger and environmentalist Emma Elwin.

The collection is part of the company's effort to implement their CSR policy (CSR = corporate social responsibility).
Rachel Culotte pants at Gina Tricot, in recycled polyester
Rachel Culotte pants
in recycled polyester

When I stopped by the store, I immediately noticed their shop window with a huge poster of Emma. And the first thing I noticed when I stepped into the store was another sign promoting their sustainable collection.

As a consumer the new collection grabbed my attention, and that's good marketing. I'm even not that easy to impress ;-)

The Ariana tunic is made from 94% organic cotton and 6% elastan, while their denim shirt without sleeves has been made from 100% lyocell (or tencel).

A lovely Weronica orange blouse with a fabric that reminds of viscose, was made from recycled polyester. You can also expect recycled polyester in their Rachel Culotte pants. I really enjoyed the collection of bohemian inspired clothes, and I must say that Emma Elwin has an eye for details.

I was kind of surprised when I saw how cheap the sustainable clothing were at Gina Tricot.

There are pros and cons of pricing sustainable high street clothes. In my opinion, if they had priced the clothes a bit higher, this would have added the product some exclusivity. And maybe this would appeal to people's needs of having something 'unique' on top of the green bonus.

At the same time, the company is known for cheap, trendy clothes. Anything that goes beyond the expected price range among customers will maybe have a deterring effect.


Continue to read:
5 questions you need to ask yourself before considering going shopping.

Check out my handpicked collection of sustainable fashion brands from A-Z


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