H&M offers its Conscious Collections for both male and female consumers in stores all over the world, providing everyday classics in sustainable materials such as Lyocell, organic cotton and recycled polyester. Since 2013 the sustainable collections were expanded with the Conscious Exclusive Collection, which provides more glamourous and trend-driven styles for the red carpet, wedding aisle and other festive events.
H&M has also taken on the responsibility of educating its consumers. In an attempt to reduce the high amount of waste ending up at landfills, the company introduced its Garment Collecting. Here, customers can dispose any of the clothes they no longer use, being H&M or not. The purpose of the initiative is to close the loop on textiles ensuring that no textiles go to waste. And so the company launched its first denim collection in 2015 made using only recycled cotton from the collected textiles.