H&M launched its Conscious sustainable collection in 2011.
The company announced the Conscious Collection on 3 February 2011 and put the first collection on sale in April of that year. It was designed to show how H&M could use more environmentally adapted materials while retaining the brand’s accessible, fashion-oriented approach.
The initial range covered women’s, men’s and children’s clothing. Materials included organic cotton, Tencel and recycled polyester, with designs influenced by minimalist tailoring, lace, embroidery and draping. H&M later continued the Conscious concept through recurring collections and additional materials such as organic linen, recycled wool and organic hemp.
The year is sometimes confused with 2013 because H&M began its garment-collecting programme that year. That initiative involved customers bringing used clothing and textiles to stores for reuse or recycling; it was separate from the earlier launch of the Conscious collection. The collection also attracted criticism over the strength of some sustainability claims, but those later debates do not change its 2011 launch date.