They’ve scored a niche in the fashion world by creating stylish yet budget-friendly clothing. And now H&M is getting noticed for another growing fashion trend — the use of organic cotton. The world’s biggest clothing retailer already incorporates the eco-stylish material into their lines, but they’re stepping it up big-time this fall.

“Naturally our customers are concerned about the environment, but it’s also important that garments are up-to-the-minute trend-wise,” says H&M’s head of design Margareta van den Bosch. They’re even doing due dilligence by labeling all organic garments with a special hang tag.

The ladies can expect to see tunics, short dresses, t-shirts, trousers and leggings, all made from organic cotton. The men’s collection includes plain and striped tees, jeans and sweaters.

H&M says the cotton it uses is certified by the Control Union and has been cultivated without the use of harmful chemicals. H&M has also been a member of Organic Exchange, an organization that promotes organic cotton cultivation, since 2003.

via Lucire Fashion