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H&M launches PETA-approved animal-friendly fashion collection

YarnsandFibers News Bureau 2021-10-27 11:12:37 – Sweden

Swedish fast-fashion retailer, H&M, is introducing an animal-friendly fashion collection in November after receiving approval from the animal rights group People for the Ethical Treatment of Animals (PETA).

The 'Co-Exist Story' collection offers womenswear, menswear, and kidswear, and features alternatives to animal-derived fabrics and processes, such as Flwrdwn, a wildflower-based replacement to animal down, and Vegea, a plant-based substitute for oil-based and animal-derived leathers.

Ann-Sofie Johansson, creative advisor at H&M, said that the 'Co-Exist Story' collection epitomizes their ongoing commitment at H&M to exploring innovative alternatives to animal-derived materials while still delivering its customer’s cutting-edge fashion. Throughout the initiative, H&M and PETA have had an excellent working relationship, and they are delighted to support PETA's important work on a daily basis.

The womenswear and menswear collection features extreme volumes, '90s-inspired partywear, and functional outerwear, which is created for "a modern city-dweller who flits between late-night parties and early-morning walks.

The collection key pieces include an oversized recycled polyester faux fur coat, a one-shouldered knitted dress with a dramatic fringed hem in an Econyl blend, and vegan leather trousers with a matching jacket vest for women. A graffiti-print recycled nylon oversized anorak, puffer shorts, and water-resistant pants are available for men.

Heavy-duty rubber fisherman's boots in Yulex natural rubber, Flwrdwn puffer shoes, recycled plastic sunglasses, and animal print bags made entirely of recycled polyamide with Flwrdwn are among the accessories highlights.

Malin Dubois, senior designer at H&M, said that they devised this collection for modern urbanites, those who adore the social centers of city life but equally seek weekends spent wearing their waterproof rubber boots immersed in nature. They’re thrilled to be able to combine two of their passions: adaptable, fashion-forward design and PETA-approved alternatives to animal-derived materials.

For children, the collection includes recycled nylon anoraks and Flwrdwn puffer jackets in exuberant hues, as well as T-shirts and loungewear with slogan patches declaring allegiance to the animal kingdom and support for PETA's efforts.

The collection also includes H&M’s first vegan make-up- two lipsticks and an eyeliner pack, as well as certified by The Vegan Society.

Laura Shields, PETA corporate responsibility manager, said that much of their work at PETA is accomplished by developing positive connections with companies like H&M as they aim to eradicate the use of animal-derived materials. They're ecstatic to collaborate with H&M on a collection that showcases fantastic vegan designs that are better for the world and the creatures that live there.

The 'Co-Exist Story' collection is the third installment in H&M's Innovation Stories series, which began in early 2021 with the goal of showcasing more sustainable inventions, materials, and designs. The first themed collection, 'Science Story,' emphasized cutting-edge sustainable materials, while the second, 'Colour Story,' focused on more environmentally friendly color techniques.

From November 4, the H&M 'Co-Exist Story' collection will be available worldwide on hm.com and in select retailers. Prices range from 9.99 to 199.99 pounds / 12.99 to 249 euros / 14.99 to 349 dollars in the United States.

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