American denim brand Lee and Swedish fashion giant H&M join forces on a new collaboration. Set to hit stores and online on January 28th, designs include sustainability ranging from production to fabric. The campaign features activists, models, and artists like Zinnia Kumar, Alima Lee, Deba, Peter Dupont, and Avery Ginsberg. This line features 90s inspired jeans, denim corsets, recycled cotton tees, and overalls that go great with resort wear for women. Denim free cotton made from renewable fibers as well as water-saving dyes offers an eco-friendly process.
“We just loved working with Lee to push for change. A change for more sustainable and circular denim garments. We looked at every detail and challenged each other in a positive way. It’s also amazing to work with Lee’s iconic designs and give them a bit of our flavor, for H&M denim lovers around the world,” says Jon Loman, designer at H&M.