Swedish multinational clothing company H&M is known for its efforts on promoting sustainable fashion. Now, it has announced a new initiative ‘Innovation Stories’ that the company says will push further for “positive transformation with a directional concept that showcases innovation, sustainable fabrications and design.”
The first collection to launch under the collective is Science Story, which pays tribute to the brilliant minds behind fabrications of the future. Science Story will introduce new materials such as Desserto, which is a plant-based alternative to leather, produced from cactus plants, and EVO by Fulgar, a bio-based yarn derived from castor oil. The company plans to launch the collection in selected stores from March 18.
Vegan cactus leather Desserto was launched by Adrián López Velarde and Marte Cázarez in 2019. Within a short span of time, it has bagged awards such as the 2020 Green Product Award and the LVMH Innovation Award 2020. This new partnership with a brand like H&M will help in making vegan leather more popular.
EVO by Fulgar is a yarn made from castor oil and is a totally renewable resource that does not require high amounts of water nor subtracts arable land for food uses. The biomass source is castor bean, Ricinus Communis. The monomers used in the polymerization are partially or completely sourced from castor oil.
The clothing line will include key womenswear pieces such as a wide-leg bright white jeans with removable double waistband, a lightly-cropped chalk-white shirt with oversized breast-pocket, as well as a cuffed tracksuit. Accessories will also form a part of the collection, including chunky necklace with orange swirls and rhinestone detailing, loop rhinestone earrings, high-heeled green strap sandals, and recycled plastic blue sunglasses with a double-lens frame.
Ella Soccorsi, Concept Designer at H&M, says in a press statement, “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.”
Ann-Sofie Johansson, Creative Advisor at H&M, add, “Our new concept continues H&M’s journey towards a sustainable and circular fashion system. 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.”
