The Swedish apparel giant H&M announced its news. First, H&M has updated its 2011 Fall line.  The new Conscious collection celebrates the theme of Swedish folklore. After commiting to the Greenpeace’s ‘Detox’ challenge, H&M emphasizes its usage of eco-friendly materials. Every item in the collection is made with more sustainable materials, from organic cotton or linen to recycled wool and organic hemp. The items have embroideries and also some exclusive home decor pieces.