Product innovation
H&M blends fashion and sustainability with new activewear range
By Lauren Heath-Jones
The pieces were created using an innovative knitting technique that uses less yarn and minimises fabric waste
Global retailer H&M has released a range of sustainable activewear for women.
The line, which is designed to combine fashion and function, was inspired by the strength of nature and women, and is made from sustainable materials. The collection is made up of tights, sports bras, hoodies and tops for training, running and yoga, and features a neutral colour palette of beige, black and green tones. The pieces are made with recycled polyester and elastane, and an innovative knitting technique, to minimise fabric waste, was utilised. Billed as a ‘truly modern activewear collection that reflects the importance of conscious fashion today’, the collection is designed to be flattering and fashion-forward, and features contrast panelling, criss-cross backs and decorative webbing. Additionally the pieces feature quick-dry technology, built in support and ventilation holes, and are seamless to provide maximum comfort. Petra Smeds, head designer of Sportswear at H&M, says: “By bringing together the functional and feminine, the aim is to give customers a stylish, conscious sports collection.” “And not just through fabrics,” Smeds adds. “We utilised a new knitting technique that creates seamless garments while using less yarn of fabric waste. Blending function with sustainable thinking and fashion in this way is the way forward.” The new collection is one of several steps that H&M is currently taking towards becoming more sustainable. With an ultimate goal to create all of its products from sustainable and/or recycled materials by 2030, the company plans to create a closed loop system in which unwanted clothing can be reused or recycled into new products.Company Details
H&M Hennes & Mauritz Ltd.
The H&M group is one of the world’s leading fashion companies – with the brands H&M and H&M Home, COS, & Other Stories, Monki, Weekday Cheap Monday and ARKET. Each with its own unique identity, all our brands are united by a passion for fashion and quality and the drive to dress customers in a sustainable way.
Address
H & M Hennes & Mauritz Ltd.
1st Floor, 25 Argyll Street
London W1F 7TS
UNITED KINGDOMTelephone
+44 (0)344 736 9000Global retailer H&M has released a range of
sustainable activewear for women.
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