Fashion giant Weekday is launching a limited edition plant-based denim collection made from hemp.
The brand, which is owned by H&M, debuted the unisex capsule today. It features ‘natural waste fabric’ and plant-based dyes. Key staples of the line include a Jean Jacket, Hoodie, Jeans, Shorts, and plain t-shirt. Prices start from £25.
Weekday’s latest collection
Alice Shulam is Weekday’s responsible womenswear designer. According to Daze, she said: “Hemp as a textile can make you think of veggie spread and clothes that are available in health food stores.
“We like that association and decided to maximise it in a few stand-alone pieces.”
Designer Per Axén added: “Hemp has been around for decades but its development got delayed because it was banned.
“The processing of hemp is similar to that of cotton, and if we can just make it mainstream, we could grow our own hemp here in Sweden.
“It requires less land, water, and pesticides compared to cotton and enriches the soil it’s grown on.”
Parent company H&M is also exploring plant-based materials. It recently announced a partnership with Desserto – who produces vegan leather from Cacti.
Key womenswear pieces includewide-leg bright white jeans with removable double waistband, a lightly-cropped chalk-white shirt with oversized breast-pocket, as well as a cuffed tracksuit.
Ann-Sofie Johansson is the Creative Advisor at H&M. She states that the new concept supports ‘H&M’s journey towards a sustainable and circular fashion system’.
Johansson also added: “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.”
You can view Weekday’s Plant Based collection here