H&M is redefining gender boundaries with a new apparel lineup.
The Swedish retailer will launch Denim United, a unisex denim collection, which will be available at hm.com starting March 23. Combining normcore style with eco-friendly fabrics, Denim United revisits traditional menswear and womenswear, including jeans, and offers a fresh format on the staple wardrobe item.
“It is very natural for us to launch a unisex collection as fashion is constantly evolving and intersecting and today we see there are no boundaries in democratic style,” H&M spokesperson Marybeth Schmitt said. “Fashion should always be inclusive.”
Denim United features mix and match pieces with oversized silhouettes. The collection’s items include workwear jackets, slouchy shorts and overalls in a variety of washes. Combined with high neck tees and an oversized hoody, Denim United’s pieces are the finishing touch for today’s normcore look.
Sustainability is also a top priority of H&M with the Denim United collection. As part of the brand’s ongoing commitment toward a more sustainable fashion future, Denim United’s garments are created with greener materials, including organic cotton and recycled cotton. Last month, H&M also introduced the 2017 H&M Conscious Exclusive collection, an assortment of pieces created with Bionic, a recycled material created from plastic shoreline waste. Today, 20 percent of H&M’s products are made from eco-friendly materials and the retailer aims to increase this percentage each year.
H&M’s unisex denim collection is also timely with the brand’s other supply chain initiatives. On Wednesday, H&M joined the United Nation’s Better Than Cash Alliance, a group that encourages suppliers to pay garment workers digitally as opposed to cash. H&M’s partnership with the group will enable its factories to pay workers more efficiently, while enhancing transparency in its supply chain.
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