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H&M keeps walking on the sustainability path

H&M keeps walking on the sustainability path

H&M copertina 1

In a scenario where more and more brands are taking the path of sustainability, Swedish group H&M reaches the top of the ranking for the research and application of sustainable materials. The 2019 Material Change Insights report by the non-profit association Textile Exchange, placed the group in first place for the use of organic cotton and feathers certified by the Responsible Down Standard.

Among the several materials used in the production cycle, we also find recycled nylon and lyocell. Indeed, moving finally to the use of organic cotton was a goal of the group, which had committed itself to implementing it throughout the supply chain by 2020.

“There is still much to be done to increase the use of recycled materials and to introduce more and more innovative ones. We want to use our dimensions and our influence to pave the way towards a more sustainable fashion future”, explained Cecilia Brännsten, the Group’s Environmental Sustainability Manager.

While H&M continues its commitment to establish a supply chain entirely composed of recycled and sustainable materials by 2030, collaborations keep arising. The Swedish giant has indeed joined forces with an all-female surfers community, creating a capsule collection of fully sustainable swimwear products.

Women + Waves is a community founded in 2017 by Rachel Murphy based in Cornwall, England. The one with H&M was the first experience in the fashion world. The collection mixes the exuberant style of the 90s with the typical cuts of a sporty and dynamic spirit. Recycled polyester, organic cotton, and recycled polyamide are the main materials used.

“[The collection] It’s unique, positive and inspiring,” commented Maria Östblom, head of H&M’s womenswear design. “Together, we knew it was important to have functional and fashionable swimwear as the core of the collection, which could then be styled for any occasion under the current circumstances we are in when we might only be able to dream of our summer destinations”.

The collection also includes accessories, sweatshirts and T-shirts with the Women + Waves logo designed by Clara Jonas, a fellow member of the association. The capsule is available from June the 4th in selected H&M stores.

Cover image credits: H&M


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