Cheap Monday launches upcycled eco collection
today Oct 5, 2018
In line with its increasing focus on sustainability, H&M via its Cheap Monday label, has unveiled the latest C/O Cheap Monday collection with a big dose of eco-consciousness.
It said that “in Sweden alone, thousands of T-shirts are thrown away each year, Cheap Monday wondered: why not use them? In this collection, the brand highlights unexplored sources to creating new garments through the upcycling of workwear. Pieces which have become worthless for their primary purpose are still full of value."
In “saving these garments from going to waste,” it said it has also been able to “save on virgin materials, climate emissions, water and chemical use. The ambition is to expand the vision around how to recycle clothes while asking one’s self: what other unvalued sources are there out there?”
The new capsule collection consists of jackets, work chinos, tees, sweats and a shopper bag, all made from discarded workwear “with the right, sought-after, worn look.” Removed patches, holes and discolouration “makes each garment unique.”
The company said that it’s hugely important “to constantly work towards a more sustainable future”. Creative Director Carl Malmgreen added that Cheap Monday has “discovered a signiﬁcant source of garments that would otherwise be discarded as trash. Since the garments are all the same design, it makes this project scalable which is the unique part of it. To give these products a new life feels great, as each garment already carries a lot of history.”
The collection is a joint project with Re:Textile, which operates within Science Park Borås in Sweden and focuses on developing structures for circular processes and redesign in the textile industry. Its goal is to create new business opportunities and use less planetary resources.
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