By Jasmin Malik Chua, Source: Ecouterre

H&M is putting a green spin on a blue icon. Come October, the Swedish retailer will introduce “Conscious Denim,” an extensive line of indigo essentials for men, women, and children that promises to reduce the environmental impact of jeans. To ensure its denim-washing processes cut sustainable muster, H&M consulted with Jeanologia, a Spanish company whose E-Soft technology uses 98 percent less water and 79 percent less energy than traditional denim-finishing techniques.

See the rest at: Ecouterre