What: Today, H&M announced their H&M Conscious Collection, which will launch on April 14th in all H&M stores. It will include clean, white looks for women, men and children.

What They Say: “Sustainability is always in fashion at H&M. This April H&M, as part of its focus on sustainability, will introduce Conscious Collection, an ongoing range for women, men and kids, made from environmentally-adapted and greener materials such as organic cotton. The collection is made from environmentally adapted and sustainable materials, such as organic cotton, Tencel ® and recycled polyester. H&M’s in-house designers have been inspired by different shades of white, one of this spring’s most important colors. A minimalist, tailored look is combined with romantic lace, broderie anglaise, frills and draping.”

What We Say: It always pleases us to see retailers producing eco-friendly clothing and this collection looks pretty fashionable, to boot. The fabrics, appear sturdy, though we’re just looking at pictures, and really well tailored. You could definitely see similar pieces in designer boutiques with way higher price tags. Speaking of price, the cost of this collection ranges from about $10 to $60, so perhaps a wee bit pricier than regular H&M lines but pretty darn close. So, go green, but just watch out for those mud puddles.