Sustainably sourced materials

Within the fashion industry, there is a heavy dependence upon natural resources. While the environmental impacts associated with fabric and textile processing can be harmful; many fabrics have a much smaller environmental footprint.


Cotton is the raw material we use the most. However, cotton is also a challenging commodity throughout the fashion value chain. It requires a lot of water to grow, and ensuring a fair income for cotton farmers is not always easy. Our aim is for all cotton in our range to come from sustainable sources by 2020.

Read about our three sustainable cotton sources

Recycled polyester

Polyester is an artificial fibre which is used widely around the world, in for example sportswear, and is made from oil. Recycled polyester is a more sustainable option to conventional polyester, and is made from oil-based waste such as PET bottles. Thus, this prevents plastic waste from ending up in landfills. 

Recycled polyamide

Polyamide is another popular oil-based fibre, often used to make underwear and tights, but also outerwear. We get our recycled polyamide from materials like old fishing nets and carpets. We also utilise leftover waste from production, which meaning we save natural resources and reduce what ends up in landfill. 


Lyocell is a fabric made from the fibre of certain trees. These trees grow quickly and require little water and few pesticides to thrive, therefore, it is a more sustainable option than for example, cotton. We mainly use TENCEL®, which is a type of lyocell that comes from FSC™-certified eucalyptus. 


Recycled wool is the perfect material for our heavier, outdoor garments. It comes from the waste or cut-offs created during production, or from clothes gathered via our garment collecting initiative. By recycling wool, we save raw materials and reduce what ends up in landfill. We also use recycled wool in knitted sweaters, hats, gloves and scarves. 


Linen is a soft and durable material made from flax plants. Organic linen comes from plants grown without chemical pesticides or fertilisers; making it better for both the farmers’ health and the environment. It is of the same high quality as conventional linen, but without any genetically modified fibres.


Denimite is a solid, marbled material derived from recycled worn-out denim, from both post-consumer and post-industrial waste. The jeans are shredded, mixed with resin, heated up and pressed - ultimately becoming a very hard and durable material that resembles gemstones. That is why it is perfect to use in accessories. We were the first fashion company to use the material in a collection; in the H&M 2016 Conscious Exclusive collection it was used for deco-inspired clip-on earrings.

Organic hemp

Hemp is a fairly new material for us, but it has been used to make textiles for thousands of years. Hemp gives more fibre per square meter than other plants, including cotton, also requiring less water than cotton. Unlike many other plant-based materials, hemp grows well even in cold climates, and is becoming an increasingly popular resource.

Organic silk

Conventional silk comes from silk worms living in mulberry trees. Organic silk guarantees that the trees the worms live in are organic, meaning grown in an environmentally friendly way using natural and sustainable farming techniques. It has the same high quality as conventional silk.

FSC™ natural rubber

The Forest Stewardship Council™ (FSC) is a global, independent, non-profit organisation, which protects and supports millions of acres of forest around the world. Our FSC™ natural rubber comes from well managed rubber tree forests. It is also a renewable and recyclable material that requires little energy or chemicals to produce.

Recycled glass

Glass is easy to recycle without any loss in quality, and glass beads made of recycled glass can be used for embellishments for any garment. For the 2016 Conscious Exclusive Collection, they were used in Art Deco-inspired embroidery. Recycling glass means we save natural resources such as sand or limestone.


We get our recycled plastic from PET plastic bottles, plastic bags, shampoo bottles and other plastic containers. We then use this plastic to make everything from our shopping bags to some of our popular accessories. Being able to repurpose plastic waste and incorporate it into new fashion pieces is a great way of avoiding harm to our planet. 

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