New organic clothing line at H&M features organically grown cotton. “These clothes are great ‘of the moment’ pieces. They combine a conscious choice of materials with the latest design allowing you to look just as good on the outside as you feel on the inside,” says H&M’s head of design Margareta van den Bosch.

For women the new organic line is all about clean-cut romanticism, with wide A-line dresses, tunics and fine jersey blouses teamed with leggings. The line also features couture sweatshirt pieces, a bra and hot pants. H&M Mama’s range includes similar tunics and leggings, as well as an ingenious nursing top. The neo-trendy colours – potato, aubergine, lime, dusty rose and grey melange – are derived from vegetable-inspired dyes.

At H&M &denim, the organic range is built on jeans, T-shirts and sweatshirts. Girls will be wearing sweet romantic dresses and separates that mirror the ladies’ range. For babies (size 4mths-1 1/2yr) there is a selection of front print T-shirts and leggings, while for newborns (size 0-3 months) the emphasis is on white, with onesies and separates in pretty prints and patchwork.

WHAT'S DIFFERENT ABOUT ORGANIC COTTON?

Organic cotton is cotton grown without the use of harmful pesticides and artificial fertilizers. The world production of organic cotton is still very limited and represents less than one percent of all the cotton grown annually.

H&M began using organic cotton a few years ago. It was used primarily in a selection of babies’ and children’s garments. Since then, H&M has worked toward using more organic cotton in its products. Further, in 2003, H&M became a member of Organic Exchange, an organization that promotes organic cotton worldwide.

All garments in the organic H&M collection carry a special hang tag, so customers can easily find them. Prices are also kept very reasonable, not much different from usual prices for non-organic H&M clothes.

New organic cotton line will be available in selected stores in all H&M markets beginning in March 2007.