I recently got given a birthday voucher for H&M. Being an active sustainable shopper, at first glance I wasn’t quite sure how I could spend it…then I discovered their conscious range.

Being the founder of ethical fashion & homeware brand (Klute & Flume) I have discovered the benefits of shopping ethically, and also some of the harsh truths about the high street stores. Sometimes it’s not always easy or affordable to find sustainable equivalents to those stylish garments displayed in the high street stores, and this is one of the main reasons I started this blog. I want to share the information I have discovered and I’m still discovering with you all, so if you want to, you can live a more conscious lifestyle, and in some cases, still shop at your favourite shops!

How can I be more conscious?

I would be lying if I said, I didn’t find it hard to walk past Topshop or Warehouse and see things I wanted to eagerly buy. But, that’s when my integrity kicks in and I remember how hard I’ve worked to set up a sustainable brand and if I can manufacture and create things the eco friendly way, why can’t most high street stores do the same? My theory and advice to you the consumer is to buy less, and to buy quality over quantity. Making slight adjustments to your shopping routine, like looking out for the Green Conscious Label at H&M, will contribute significantly to our planet and peoples lives in developing countries!

Look for the Green Conscious label on garments in H&M.

Garments with the Green label use a mixture of recycled fabrics and a fabric called Lyocell a sustainable fabric, regenerated from wood cellulose. Unlike rayon and bamboo, Tencel’s supply chain is transparent. It is obtained from eucalyptus trees that are grown on farms—no old growth forests, genetic manipulation, irrigation, or pesticides are used. If that’s not enough to choose the green H&M label, then what is!

H&M Conscious Green Label

What I brought from the Conscious range…


H&M Conscious Range

Blouse H&M Green Conscious range: £19.99, Flared Jeans H&M Green Conscious range: £24.99, Belt – Vintage

H&M Conscious Jeans


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