Monki launches upcylced denim collection

By

Sandra Halliday

Published
Oct 6, 2020

H&M Group is continuing its deep dive into more-planet-friendly denim with the launch of an upcycled collection for its youth-focused Monki brand.

The collection name, Up:cycle, makes its origins clear. “Upcycling is a creative and innovative way to give new life to textiles that may otherwise end up in landfill, while simultaneously promoting a more circular society,” the company said.

It’s using leftover organic cotton denim that’s been hand-selected by the production team. “The new pattern is then cut out from the leftover garments. The pieces are sewn together to create a new and unique upcycled garment. And lastly, the garments are rinse washed with no new dye added,” it explained.

Jenny Fagerlin, Global Sustainability Manager at Monki, said: “We need to transform ourselves and the industry to operate within the planetary boundaries.”

The group has been expanding the brand’s sustainability efforts in recent periods and that’s an approach that should resonate with its customer base as younger shoppers constantly score higher on eco awareness in surveys.

Monki’s aiming to only use recycled or other sustainably sourced material by 2030. This includes a broad denim range made with 100% certified organic cotton and swimwear made from recycled polyester and polyamide. The stores also offer garment and textile recycling and are powered by renewable energy.

So what about the collection itself? The capsule features three key pieces – a pair of Yoko jeans, a tie-waist jacket and a tote bag. All in a mix of organic denim washes.