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It's hell being an international clothing empire these days. First of all, you have to knock off the hits of the moment with lightning speed, guessing whether the kids will want to wear baby dolls or Bermudas. You have to deal with whiny teenagers working as clerks in your mall locations. You have to cover your butt over the Kathie-Lee-like sweatshop allegations. And you've got to worry about your environmental profile.

H&M is ahead of all curves on its knockoff performance. And, like every other big company, it has clearly locked up its brain trust in conference rooms to figure out how to get on the organic bandwagon (not to betray too much skepticism about all corporate motivations, I mean, no one is for ruining the planet, are they?). After all, those kooky kids that buy most of the fast fashion that whizzes through the H&M supply chain are really into, like, being green and stuff.

The result is the H&M Organics line, on shelves next week; with further items rolling out over the next few weeks.

"H&M has been using organic cottons, where possible, for quite a while now," says Laura Shankland, the advertising and PR manager for H&M Canada. "This collection is a step forward for two reasons, it's 95 to 100 per cent pure organic cotton. And the pieces are more fashion forward than the basics we've done in the past with ethical fabrics."

To wit, tunic dresses, jumpers, even a nursing top, all run the same price points as regular H&M merch, from $7.90 for a onesie for a newborn to $59.90 for a blouse. The debut collection features about 50 items, delivered to all H&M stores.

Keep your eyes peeled for developments on the green front. This week saw the La Senza green collection land across our desks. Good thing, no one wants to think their breasts are ruining any environment.

--Leanne Delap