H&M just dropped its latest "Edition By" collection which celebrates the power of personal expression. Now in its third chapter, the H&M "Edition By" concept platforms the brand's journey towards a more circular future. The latest collection continues an ongoing commitment to forward-thinking design and sourcing with utilitarian pieces made using organic and recycled materials as well as pioneering plant dyes.
Shot in the streets of New Orleans, Matt Jones’ lookbook for the latest drop emphasizes the strength of the aforementioned plant dyes which, as well as being objectively stunning, embody the sense of progressive individuality that underpins the collection.
“The starting point for each "Edition By" collection is to challenge and innovate within our sustainability work. One of the keys this season was to include natural and plant-based dyeing techniques,” notes H&M Head of Menswear Design, Ross Lydon. “Classic menswear pieces, the great outdoors, and utility references are combined to create a modern look that we are very proud of.”
Lydon’s desire to explore contemporary menswear trends is abundantly obvious in this collection. The third installment of H&M "Edition By" combines elements of workwear, Gorpcore, and streetwear mainstays; all three of which rely on utility to offer value in aesthetics and functionality. But what really stands out in this collection is the color palette. Using a technique that treats fabrics with plant extracts, natural clay, bio-resins, and natural enzymes, this collection occupies a niche both visually and environmentally.
The absence of harsh chemicals in the production of the clothing is coupled with a striking array of organic colors. Recycling-friendly, mono-material compositions are dressed in colors ranging from ethereal pastels to punchy, unmissable orange. The orange item in question? A cagoule jacket cut from 100 percent recycled nylon that leads the collection as a whole. Fitted with two large flap pockets to the waist, it embodies the outdoors-city crossover that dominates menswear right now.
Elsewhere, denim pieces provide a durable foundation to the collection. Jackets and jeans are built from future-facing denim made from organic and recycled cotton, cut to relaxed fits and dyed to soft, indigo shades for a highly versatile finish. The 26-piece H&M "Edition By" collection is rounded out with overshirts and jersey tees made of organic and recycled cotton in an array of plant-dyed colors.
The third H&M "Edition By" collection drops in selected stores from March 10. Discover the collection here.