Hemp Denim Unveiled at H&M Stockholm Fashion Week

If we add up a number of individual strokes that the key world cotton producers are at least considering the issue of replacing cotton crops with technical hemp, and retail is preparing the agiotage for this in the form of creating such collections, Ukrainian textile / knitwear companies should pay attention to these facts and to consider the possibilities of using the national hemp fiber for the manufacture of final products, which, at least in 2021, will be in trend not only on the “fashionable wave”, but also due to the fact that hemp fabrics have antimicrobial, antiviral properties.

The Weekday brand, owned by Europe's largest clothing retailer H&M Group, presented its first collection of hemp-fiber denim at Stockholm Fashion Week.

Garments dyed with food waste are a new development for Weekday, which in recent years has switched to 100% organic cotton. According to the employees of "Weekday" in the near future, it is the hemp fiber that the brand designers are planning to actively use in the created clothing collections.

Commentary of experts of the Association "Ukrainian technical hemp"

The unisex hemp collection is the product of Weekday's Studio Made, headed by Weekday designers Annika Berger and Per Aksen. The hemp jeans build on the company's previous experimentation with sustainable materials, including a line of reclaimed textile fibers called “Infinna”. Traditionally, the products of the “Weekday's Studio Made” collection “are sold out in a matter of minutes” and attract many questions and attention of consumers to the processes taking place in the segment of modern fashion. 

Given the hemp trend shown by the brand of Europe's largest clothing retail chain, it makes sense to note this fact as one of the indicators that even companies that have traditionally dealt exclusively with cotton are turning their attention to hemp fiber. On a single fact, of course, one cannot speak of a clearly formed trend, however, if we add up a number of separate strokes that the key world cotton producers are at least considering the issue of replacing cotton crops with technical hemp, and retail is preparing the ground for this in the form of creating such collections , Ukrainian textile companies should pay attention to these facts and consider the possibilities of using the national hemp fiber for the manufacture of final products, which at least in 2021 will be in trend not only on the "fashionable wave", but also due to the fact that hemp fabrics have antimicrobial, antiviral properties, and these features of textile or knitted products made from hemp fiber have already learned how to use for the production of finished products that are effectively used during the coronavirus pandemic. 

It should be noted that 2 presentations of speakers will be devoted to this topic, who will speak at the round table “ Problems and prospects for the use of therapeutically active elements of hemp as a basis for nutraceuticals, medicinal cosmetics, animal feed or other products with healing properties of a plant ” organized by as part of the 6th year of training for students of the " Hemp University ".