The H&M Group has announced the opening of its first store in the United Kingdom, as well as the launch of a new denim line that focuses on water conservation throughout the manufacturing process.

H&M is working with suppliers in all steps of denim production to create its first capsule water-saving method denim collection, and it has also announced the opening of its first UK outlet shop, which is supposed to prioritise experience and sustainability.

The store added that it created the denim collection with suppliers who used recycling water systems during the washing process. In addition, all of the denim washes use water-saving dyeing procedures that have received a low Environmental Impact Measurement (EIM) score from sustainable textile solutions business Jeanologia.

In order to make the collection even more environmentally friendly, laser technology was used to replace traditional chemical-intensive printing procedures for the printed styles. Fabrics including recycled material from industrial waste and recovered clothing, recycled threads, labels, and pocketing, and partially recycled metal zippers and trims were also used in the collection.

H&M's first UK outlet store, at the Affinity Staffordshire outlet shopping area, is expected to open in April and will offer "great apparel at the best price in a sustainable approach," according to Toni Galli, H&M UK & Ireland national manager.

H&M Staffordshire, he continued, will offer a "contemporary and meaningful retail experience that celebrates style, creativity, and culture."

.H&M claims that sustainability is at the heart of its business model, and that these values would be embedded into the foundation of its outlet shop.

Men's, women's, and children's clothing will be available at both high street and outlet pricing in the outlet store.