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Hennes & Mauritz to Start Selling Jeans Made From Old Clothes

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Jan. 17 (Bloomberg) -- Hennes & Mauritz AB, Europe’s second-biggest clothing retailer, will start selling a denim collection made from recycled clothes next month after gathering used items from customers over the past year.

The collection consists of five products, such as jeans and jackets, priced from 29.95 euros ($40.60) to 39.95 euros, said Catarina Midby, head of sustainability communication at Stockholm-based H&M. The garments will go on sale in selected H&M stores and nine online markets at the end of February.

“Our aim is to use more and more of recycled material and this is a start that we hope to scale up,” Midby said in an e-mailed reply to questions.

The new denim collection contains 20 percent recycled cotton, which is the maximum amount that can be used when making new fabric without compromising the quality, she said.

H&M introduced a global garment collecting initiative across all its 53 markets in February 2013. Since then, it has received almost 3.5 million kilograms of clothing.

To contact the reporter on this story: Katarina Gustafsson in Stockholm at kgustafsson@bloomberg.net

To contact the editor responsible for this story: Celeste Perri at cperri@bloomberg.net

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