H&M has made big strides in its mission to become more sustainable as it releases new collections using less environmentally damaging materials.
The collections, named ‘Innovation Stories’, aim to shine a spotlight on the research that has been undertaken in order to produce the new materials.
The first collection, coined ‘Science Story’, will feature materials including cactus leather in collaboration with Mexican textile brand Desserto.
The Science Story collection will also contain items using Evo, a yarn produced from castor oil.
All the pieces in the collection are produced from sustainable materials and will include a pair of jeans, a shirt, a tracksuit, sunglasses and sandals.
H&M has previously received criticism for its environmental impacts and in 2019 the fashion retailer announced it was stopping using cashmere wools.
Recently it has made great strides in trying to reduce its carbon footprint, with the launch of its cutting-edge Looop technology last October.
Looop takes customers’ old clothing, cleans it, shreds it into fibres, then spins them into a new yarn which can be used to create brand new clothing.
Shoppers are be able to watch the entire process, which uses no water and no chemicals, take place inside the glass installation in real time.
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“Our new concept continues H&M’s journey towards a sustainable and circular fashion system,” H&M creative advisor Ann-Sofie Johansson said.
“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.”
Separately, the fashion retailer is also collaborating with trainer brand Good News to produce a collection of sustainable shoes using vegan leathers made from wine waste and banana plants.
Good News co-founder Nia Jones added: “We’re very proud to be collaborating with H&M, pushing one of the giants to look at every component of a shoe
“It was important for us to make the collection as sustainable as possible while still looking fun and cool.”
H&M noted in its 2020 sustainability performance report that 64.5 per cent of H&M materials are now from recycled or more sustainable sources and that it had cut down its packaging by 14 per cent.
The report also announced that it hopes to use 100 per cent recycled materials for its clothing by 2030.