It has not been a good few weeks for H&M with such a well publicised misstep. The brand will need to work hard to come back from this but they have also recently launched their new sustainable line which I think is important to showcase, as it is a nice ethical product with an inclusive campaign.
H&M have announced that their latest sport collection is made solely from sustainable materials, blending fashionable design with highly functional details. Inspired by nature and strong women, the collection will be available in select stores and online at hm.com from January 4th.
The activewear collection includes a versatile range of tights, sports bras, hoodies and tops for training, running and yoga. There is an emphasis on nature and sustainability, through the prints and the color palette of green, black and beige, but also the predominant use of recycled polyester and elastane. The garments have functional details such as being quick-dry and seamless for maximum comfort, plus built-in support and ventilation. Ranging in price from $9.99-$49.99, the collection boasts fresh designs, figure-flattering silhouettes and fashion-forward contrast paneling. The result is a truly modern activewear collection that reflects the importance of conscious fashion today.
“By bringing together the functional and feminine, the aim is to give customers a stylish, conscious sports collection. And not just through the fabrics – we utilized a new knitting technique that creates seamless garments while using less yarn or fabric waste. Blending function with sustainable thinking and fashion in this way is the way forward,” says Petra Smeds, Head Designer of Sportswear for H&M.
This collection also characterizes H&M’s continued commitment to sustainability and is just one of the several steps H&M is making towards their overall goal of becoming 100% circular. Ultimately, H&M wants to create a closed loop for textiles in which unwanted clothes can be reused or recycled into new treasures, with the ultimate goal that by 2030 all of the products that H&M sells will be made of more sustainable or recycled materials.