In Sweden, a boho label owned by fast-fashion giant H&M has introduced an “ocean-inspired” line made with seaweed-based fibers from Keel Labs. Dubbed Kelsun, the fiber is being used by & Other Stories’ designer Frida Billegren in apparel that highlight the “fluid beauty” of ocean creatures such as sea anemones.
“We continuously seek new technologies and materials to evolve our designs. For us, fashion and innovation are intertwined,” Cecilia McNeil, & Other Stories head of sustainability, told Sourcing Journal. “Wear the pieces as a set or style casually as summer separates, they are soft, relaxed, and kind.”
Keel Labs was founded as Algiknit in 2017, and rebranded in 2022.