High street fashion retailer H&M has unveiled its ‘Conscious Collection’; an eco-friendly brand aimed at establishing the company’s green credentials, the latest marketing news has reported.

The clothes in the new range have been made from greener, environmentally adapted materials, such as organic cotton and recycled polyester.

H&M will also publish its annual ‘sustainability report’ to coincide with the release to show how well the company is fulfilling its environmentally-friendly remit. It covers such issues as ethics, climate and the use of sustainable materials, among others.

The Swedish retailer has also developed the ‘Sustainable Apparel Coalition’, an initiative designed to measure how much impact the creation of their products have on the environment and the people who make them.

H&M’s head of design, Ann-Sofie Johansson told Elle Magazine why the brand chose to go down the ‘green’ route, saying: “The possibilities for creating a complete fashion statement with eco-smarter materials are huge now.”

“By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what’s possible using more sustainable fabrics.”

CEO at H&M, Karl-Johan Persson suggested that because the company has grown into the multi-national it is today, they need to make a stand to ensure operations do not interfere with the environment. “With size comes responsibility and influence,” he told Marketing Week.

“I want our customers always to feel that we do our best to ensure that the fashion we offer has been made, transported and sold responsibly.”

Related posts:

1. Channel 4 signs product placement deal with New Look
2. Topshop to launch new marketing campaign for make-up range
3. Levi Roots to unveil soft drink range
4. Hot new marketing campaign from Lavazza
5. Debenhams launches campaign featuring disabled model