May 13, 2021

H&M Launches New Sustainability Concept

2 min read

H&M has introduced its new brand concept, Innovation Stories, which debuts multiple collection launches throughout 2021. Each drop aims to celebrate ’forward-thinking sustainability processes’, as the Swedish retail chain explains. The first launch is “Science Story” and is available in selected H&M stores and at hm.com since 1 April.

Science Story is meant to ‘pay tribute to the brilliant minds behind fabrications of the future’, it says in H&M’s press release. The collection introduces new materials such as EVO by Fulgar, a bio-based yarn derived from castor oil, and Desserto, which is a plant-based alternative to leather, produced from cactus plants.

Science Story: H&M's latest capsule

Science Story: H&M’s latest capsule

Key womenswear pieces include a wide-leg bright white jeans with removable double waistband, a lightly cropped chalk-white shirt with oversized breast-pocket and a cuffed tracksuit.

“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 materials,” says Ella Soccorsi, Concept Designer at H&M.

Innovation Stories is H&M's new brand concept

Innovation Stories is H&M’s new brand concept

In its 2020 Sustainability Performance Report H&M is announcing a new materials goal to use “30% recycled materials by 2025” and that “64.5% of H&M materials are now from recycled or more sustainable sources”.

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