A week after the announcement of the collaboration with Simone Rocha designer, to be released in March, H&M announces a new collection, dedicated to children, in collaboration with Lee, legendary American demin brand’s.

This “demin capsule” is quite advanced, engineered in both design and manufacturing stages with sustainable processes and materials. The two brands have taken a holistic approach, with items manufactured with post-consumer recycled cotton as well as organic cotton. The dyeing processes are water-saving and washings with low consumption of water, chemicals and energy.

The 80s and 90s throwback feel to the Lee brand is also enhanced by this “green” approach on the non-denim items of the collection, from the trims used to construct the jeans, to the recycled materials used in the jersey pieces and accessories.

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

“It’s been so much fun to take Lee’s iconic designs and create this kids collection full of springtime positivity and optimism” says Sofia Löfstedt, head of kidswear design at H&M.

“Our brand was founded more than 130 years ago with innovation in mind, and today we are happy to be joining with H&M to advance denim into a more sustainable future” said Chris Waldeck, Lee’s EVP Global Brand President.

The kidswear collection is in fact a part of the same Lee x H&M collection for men and women, and will be available starting January 25 in the physical store and at the hm.com website.