In Stockholm, embattled fast fashion leader H&M has launched a new line of clothes made from renewable sources, including fruit and algae.
Dubbed the Conscious Exclusive Collection, materials include vegan leather from pineapple leaves, foams made from algae, fabrics made from citrus byproducts recycled polyester, and organic cotton, linen and silk.
“For this collection, we explored the beauty in nature, which shows in the prints, as well as the flowy silhouettes, the striking color palette and the attention to detail. We’re thrilled to introduce new plant-based sustainable materials to create high-performing, beautiful and fashionable pieces that are statement-making yet so easy to wear,” says creative advisor Ann-Sofie Johansson.
The launch follows several other sustainability initiatives by the brand, which has received criticism for encouraging wasteful textile consumption.
Prices for the collection range from $24.99 and $299.99 and the clothing will be available April 11th.