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

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Global fashion company H&M is upping the ante in its bid to introduce renewable, cruelty-free clothing for its new collection. 

The new line of clothing called Co-Exist Story becomes the third chapter and recent installment of the companyís Innovation Stories project. The project was released in the first half of this year to showcase the progress of H&Mís sustainable fashion and present the companyís support to PETAs animal-cruelty campaigns. 

H&Mís new vegan collection: Co-Exist Story

This new vegan collection includes clothing that caters to everyone – women, men, and children alike, earning consent from the largest animal rights organization, People for the Ethical Treatment of Animals (PETA). The primary feature of this collection is called FLWRDWN, which includes fake fur, plant-based leather, cruelty-free down, completely made from wildflowers. 

Some remarkable pieces of this new collection are an oversized cream fake fur coat made from repurposed polyester and a one-shoulder dress knitted from recycled nylon. The collection also includes printed oversized graffiti anorak made entirely from reused nylon and FLWRDWN puffer shoes made from wildflowers.

In the kidsí section, pieces of repurposed nylon anoraks along with FLWRDWN puffer jackets are available in the collection. There are also T-shirts with slogans for opposing animal cruelty and animal kingdom fidelity available for children, as reported by the press. This shows support for the ongoing projects of PETA towards a cruelty-free industry. 

Another addition to this vegan fashion line is the introduction of the companyís first-ever vegan make-up products – two lipsticks and eyeliner packs certified by the Vegan Society. 

Co-Exist Story dubbed as Ďstate-of-the-art fashioní

According to H&Mís Senior Designer Malin Dubois, the company is trying to release collections for Ďmodern urbanization.í The collection aims to target people who love the bustling, crowded city life while also wanting to have escapades and vacations to the rural areas and immersing themselves in nature.  

The Co-Exist Story will embody the companyís continuous search for innovative solutions to animal-free, plant-based fabrics while keeping intact the state-of-the-art fashion design, said H&Mís Creative Advisor Ann-Sofie Johansson. In addition, she said that H&M is very proud of its work to support PETAís notable works on exposing animal abuses in the different aspects of life, especially in the fashion industry.

The companyís Co-Exist Story project was documented at the Hillside Animal Sanctuary in Norfolk. The Co-Exist Story collection was released to stores worldwide on the 4th of November 2021.