Swedish brand H&M launches animal-friendly collection Co-Exist Story

Co-Exist Story is the third instalment in H&M’s Innovation Stories initiative, which launched in early 2021 and aims to showcase more sustainable innovations, materials and designs.

Extreme volumes, ’90s-inflected partywear and functional outerwear all feature in the collection, alongside innovations such as Flwrdwn, an alternative to animal down made using wildflowers, and Vegea, a plant-based substitute for oil-based and animal-derived leathers, the company said in a media release.

Key pieces for women include an oversized cream faux fur coat in recycled polyester, and a one-shouldered knitted dress with a dramatic fringed hem in an Econyl blend. For men, a graffiti-print recycled nylon oversized anorak evidences a streetwear-led aesthetic. In accessories, heavy-duty rubber fisherman’s boots in Yulex natural rubber take centre stage for women, with cosy Flwrdwn puffer shoes for men. The collection also includes vegan make-up certified by The Vegan Society.

For kids, one-size-up recycled nylon anoraks and Flwrdwn puffer jackets come in exuberant hues, while T-shirts and loungewear are enlivened with slogan patches that declare allegiance to the animal kingdom and support for PETA’s work.

“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. H&M and PETA have enjoyed a positive dialogue throughout the project, and we are proud to support the valuable work that PETA is doing every day,” said Ann-Sofie Johansson, creative advisor at H&M.

“Much of our work at PETA is accomplished by forming positive relationships with companies such as H&M as we strive to end the use of animal-derived materials. We’re thrilled to partner with H&M on a collection that features fabulous vegan designs that are kinder to the planet and to the animals who live on it,” said PETA corporate responsibility manager Laura Shields.

The Co-Exist Story Collection will be available worldwide at hm.com and in selected stores from November 4.

ALCHEMPro News Desk (KD)