H&M Launches Sustainable Fashion Line With Vegan Leather And Down Made From Wildflowers Co-Exist Story is the latest instalment of H&M’s Innovation Stories initiative. - Media Credit: H&M

H&M Launches Sustainable Fashion Line With Vegan Leather And Down Made From Wildflowers

The eco-friendly collection is PETA-approved and features innovative, animal-free materials

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3 Minutes Read

Multinational clothing company H&M is set to introduce a sustainable, animal-friendly fashion collection. 

Called Co-Exist Story, the new line is the third instalment of H&M’s Innovation Stories initiative. The campaign launched earlier this year with the aim of showcasing developments in sustainable fashion.

Co-Exist Story

The new collection – which includes womenswear, menswear, and kidswear – has won the approval of People for the Ethical Treatment of Animals (PETA), said to be the largest animal rights organization in the world. 

The collection features faux fur, plant-based leather, and animal-free down, called FLWRDWN. The animal down alternative is made using wildflowers.

Notable pieces from the new collection include an oversized cream faux fur coat in recycled polyester, and a one-shouldered knitted dress made from regenerated nylon. 

A graffiti-print recycled nylon oversized anorak is also available, along with FLWRDWN puffer shoes. 

For kids, recycled nylon anoraks are on offer, along with FLWRDWN puffer jackets. Also available are children’s T-shirts sporting slogans that ‘declare allegiance to the animal kingdom’, according to a press release, and show support for PETA’s work. 

H&M is also introducing its first-ever Vegan Society-certified makeup, which includes two lipsticks and an eyeliner pack. 

‘Cutting-edge fashion’

Malin Dubois, Senior Designer at H&M, said the company created the collection for ‘modern urbanites’ – “those who love the social hubs of city life but equally crave weekends spent wearing their waterproof rubber boots immersed in nature.”

Ann-Sofie Johansson, Creative Advisor at H&M, added: “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.”

Johansson noted that the company is ‘proud to support the valuable work that PETA is doing every day’. 

The Co-Exist Story campaign was photographed at the vegan-run Hillside Animal Sanctuary in Norfolk. The new collection will be available worldwide in selected stores from November 4, 2021. 

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The Author

Jemima Webber

Jemima is the Head of Editorial of Plant Based News. Aside from writing about climate and animal rights issues, she studies psychology in Newcastle, Australia (where she was born).

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