H&M links with Lee for eco kidswear, poet Daley-Ward for loungewear

By

Sandra Halliday

Published
Jan 20, 2021

Fresh from news of its forthcoming Simone Rocha collaboration, H&M has unveiled two more interesting link-ups with a sustainable Lee jeans hook-up for kidswear and a loungewear launch in a deal with “writer, performer and storyteller” Yrsa Daley-Ward.

The Lee kids’ collection is described as “a holistic collaboration with advances at every stage of design and production, with every single material made more sustainable”. 

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

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The collection itself, which launches on January 28, features, jeans, jersey pieces and accessories, with an “80s and 90s throwback” feel. 

It includes relaxed-cut jeans, as well as a workwear influence in dungarees, dungaree dresses and jeans with cargo pockets. There’s a kids’ take on Lee’s classic Rider jacket, “cut with a slightly cocooning shape”. Jersey pieces “play with the heritage of Lee’s world famous logo with relaxed tees and hoodies with pops of purple and cobalt blue”. Accessories include knit beanies and a mini sports bag.

Meanwhile, the Yrsa Daley-Ward collab uses quotes from her “powerful poetry [that] is a comment on life, femininity and self-appreciation”.

The quotes include If you have to fold to fit in, it ain’t right and There will always be your heart, printed on selected pieces “to encourage confidence and promise”. Key pieces include the longline Bermuda shorts with co-ord slogan sweatshirt, oversized T-shirts and seamless crop tops, and a drop-shoulder hoodie, all made with materials such as organic cotton and recycled polyamide.

A limited selection will debut online on January 21 with the full collection available in sores and online globally from February 11.