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Clothing giant H&M recently launched its new sustainable concept, Innovation Stories that will feature a range of collections all through 2021 and its debut collection is out, developed using plant-free leather and other eco alternative materials.
H&M announced its new concept which will launch multiple collections in this year, each representing a sustainable process starting with its debut collection Science Story.
The initiative Innovation Stories is in line with H&M’s commitment to sustainability and around this concept, the collection will showcase new innovative materials, designs, technologies and production processes.
With Science Story, a team of researchers and scientists have come together to introduce new textiles and materials by converting castor beans into ultra-light and stretchy fabric along with transforming prickly pear cactus to create smooth vegan leather. As a result, the collection uses EVO by Fulgar, a bio-based yarn obtained from castor oil, a renewable resource and Desserto, a plant-based alternative to leather, developed from cactus plants.
In a press release seen by Green Queen, H&M concept designer Ella Soccorsi said that Innovation Stories is a platform that pushes the brand’s experimentation to the next level. “The initiative encourages our work with scientists and developers and puts a spotlight on our progressive ideas. Science Story is a homage to the years of research and experiments behind these incredible materials.”
Innovation Stories is a platform that pushes our experimentation to the next level. The initiative encourages our work with scientists and developers and puts a spotlight on our progressive ideas. Science Story is a homage to the years of research and experiments behind these incredible materialsElla Soccorsi, concept designer at H&M
The womenswear includes clothing a wide-leg bright white jeans with removable double waistband, a lightly-cropped chalk-white shirt with oversized breast-pocket, and also boasts of accessories such as a necklace with orange swirls and rhinestone detailing, recycled plastic blue sunglasses, and many more.
H&M creative advisor Ann-Sofie Johansson said of the collection: “Our new concept continues H&M’s journey towards a sustainable and circular fashion system. Innovation Stories allows us to develop and grow, all while creating desirable and long-lasting pieces that we hope our customers will love and be proud of.”
Earlier this month, H&M issued a €500 million (US$606 million) SLB, which in contrast to green bonds, are tied to companies meeting their defined sustainability targets. With a maturity of 8.5 years drawing in a whopping US$4.6 billion orders, the debut was so strong with investors oversubscribing by 7.6-times, allowing H&M to cut the interest yield rate offered by half between initial price talk and final terms.
The fashion giant has been making increasing strides in sustainability, with several collections showcasing alternative and recycled materials such as its recent partnership with 1990s jeans brand Lee to unveil a sustainable and size-inclusive denim collection that will feature recycled cotton jeans developed out of 80% post-industrial waste and leather-free backpacks made out of cork and jacron paper.
Before this, H&M’s youth-focused fashion brand Monki will soon be creating its first-ever circular line made out of recycled polyester using the hydrothermal separation system developed in partnership with the H&M Foundation and the Hong Kong Research Institute of Textiles and Apparel (HKRITA) and has also collaborated with Danone Aqua transforming 3.5 million PET bottles collected from the shores of Indonesia into recycled polyester for developing its latest kidswear collection.
Science Story is now available in select stores and on the brand’s website for U.S. and Canada consumers.
Lead image courtesy of H&M.