Swedish Fashion house H&M are to launch a new collection of eco friendly clothing, intended to be a constant fixture of their seasonal collections, just in time for Earth Day. The collection will feature materials such as organic cotton, organic linen, Tencel, recycled polyester and repurposed wool.

H&M’s foray into this field of fashion is perhaps a good sign, indicating that there is enough consumer interest in eco-considerate clothing for it to be a worthwhile and viable venture for such a mainstream company. If the retail giant takes strides in this direction, perhaps others will follow suit. It will also help H&M to improve their corporate responsibility image: H&M’s pocket friendly fashion lines have been accused by some as contributing to a disposable fashion epidemic.

[Via Mixing Reality: H&M goes for Eco with Conscious Collection]