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Swedish brand H&M launches animal-friendly collection Co-Exist Story

29 Oct '21
2 min read
Pic: H&M
Pic: H&M

Fashion brand H&M has launched Co-Exist Story, an animal-friendly fashion collection approved by the animal rights organisation People for the Ethical Treatment of Animals (PETA). Spanning womenswear, menswear and kidswear, the collection combines innovative animal-substitute fabrics and more sustainably sourced materials with a fashion-forward mentality.

Co-Exist Story is the third instalment in H&M’s Innovation Stories initiative, which launched in early 2021 and aims to showcase more sustainable innovations, materials and designs.

Extreme volumes, ’90s-inflected partywear and functional outerwear all feature in the collection, alongside innovations such as Flwrdwn, an alternative to animal down made using wildflowers, and Vegea, a plant-based substitute for oil-based and animal-derived leathers, the company said in a media release.

Key pieces for women include an oversized cream faux fur coat in recycled polyester, and a one-shouldered knitted dress with a dramatic fringed hem in an Econyl blend. For men, a graffiti-print recycled nylon oversized anorak evidences a streetwear-led aesthetic. In accessories, heavy-duty rubber fisherman’s boots in Yulex natural rubber take centre stage for women, with cosy Flwrdwn puffer shoes for men. The collection also includes vegan make-up certified by The Vegan Society.

For kids, one-size-up recycled nylon anoraks and Flwrdwn puffer jackets come in exuberant hues, while T-shirts and loungewear are enlivened with slogan patches that declare allegiance to the animal kingdom and support for PETA’s work.

“The Co-Exist Story collection epitomises our ongoing commitment at H&M to exploring innovative alternatives to animal-derived fabrics while still offering our customers cutting-edge fashion. H&M and PETA have enjoyed a positive dialogue throughout the project, and we are proud to support the valuable work that PETA is doing every day,” said Ann-Sofie Johansson, creative advisor at H&M.

“Much of our work at PETA is accomplished by forming positive relationships with companies such as H&M as we strive to end the use of animal-derived materials. We’re thrilled to partner with H&M on a collection that features fabulous vegan designs that are kinder to the planet and to the animals who live on it,” said PETA corporate responsibility manager Laura Shields.

The Co-Exist Story Collection will be available worldwide at hm.com and in selected stores from November 4.

Fibre2Fashion News Desk (KD)

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