STOCKHOLM, October 27 – The Swedish clothing brand is committed to raising the bar when it comes to promoting more responsible fashion, and the company’s vision includes concern for animal welfare . From November 4, the company will offer its first collection designed from materials that are alternatives to those of animal origin. The animal rights association People for the Ethical Treatment of Animals (PETA) validated the initiative.
Fast fashion is regularly criticized for its social and environmental impact, to the point of being qualified as “disposable mode”, as opposed to sustainable mode. But it is clear that in recent months, some players in the sector have worked hard on initiatives emphasizing responsible fashion. This is particularly the case with H&M which, after presenting Looop, its in-store recycling system, and experimenting with a blockchain based clothing rental service, today unveils a collection totally free of materials of animal origin.
In particular, PETA itself endorsed this first collection respectful of animal welfare, which is based on alternatives to leather or down, for example. “Much of our work at PETA is accomplished by establishing positive relationships with companies such as H&M as we strive to end the use of animal-derived materials. We are thrilled to partner with H&M on a collection that features fabulous vegan designs that are more respectful of the planet and the animals that live there, ”says Laura Shields, Corporate Responsibility Manager at PETA.
A growing variety of alternatives to leather
This ready-to-wear collection for men, women and children was created from new generation fabrics that replace materials of animal origin. The pieces were designed in FLWRDWN, a material – not easy to pronounce – made from wild flowers to replace animal down, and in VEGEA, a vegetable substitute for leather that the Swedish giant has already used in its previous collections.
Grapes, mushrooms, bananas, cacti, pineapples, corn or apples, fashion is gradually moving towards fruits and vegetables in an attempt to replace a controversial material: leather. From Stella McCartney, pioneer in the field, to Coq Sportif and Karl Lagerfeld, fashion players are now striving to find materials that are more in line with consumer expectations, favoring environmental protection and animal welfare.
This new collection from H&M, called “Co-Exist Story”, includes an oversized faux fur coat for women, an oversized anorak for men, as well as t-shirts and outerwear for children. The set is completed with a series of accessories, including natural rubber boots and vegan makeup certified by The Vegan Society.
The collection will be available for purchase on November 4 worldwide at hm.com and in some stores. – ETX Studio