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STOCKHOLM/GREENSBORO - Swedish fashion company H&M and US denim brand Lee have launched a collaboration aimed at developing the next generation of more sustainable denim.

The 'holistic collaboration' is set to lead to new design and production developments from H&M’s first ever 100 per cent recycled cotton jeans, to non-leather backpatches made from cork and jacron paper.

For the first time, H&M will also share Life Cycle Assessment (LCA) data on its hm.com website indicating the water, C02 and energy impact of each denim garment from raw materials to end of use.

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