The collection is called "Science Stoty" and includes clothes made from natural or recycled materials.
Swedish fashion brand H&M introduced a new collection as part of its recent "History of Innovation" concept and supported its sustainability strategy. The debut collection is called "Science Stoty" and includes clothing created from natural or recycled materials.
"The Science Story collection highlights the importance of innovation and daring experimentation to promote sustainability through collaboration with scientists, researchers, and thinkers. We have created a collection that is based on movement - toward new solutions, positive change, and the democratization of eco-friendly fashion," the press release noted.
According to the company's press service, the materials used to create the collection are yarns made from castor oil and an alternative leather made from cacti. The new line is currently available for purchase in select H&M stores and ordering from its online store.
"Our new concept continues H&M's journey toward a sustainable fashion system. "Innovation Stories allows us to evolve and grow while creating desirable and durable products that we hope our customers will love and be proud of," commented Anne-Sophie Johansson, creative consultant at H&M.
A sustainability report released by H&M noted that the company expects to use 30 percent recycled materials in its apparel manufacturing by 2025, Retail Dive writes. In 2019, the company announced plans to move away from traditional cashmere. In 2020, H&M will implement artificial intelligence to improve its raw material supply chain.
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