Sustainable Fashion: The H&M Case

Sustainability defines the main vector for the development of the fashion industry around the world. A large number of brands are dedicated to implementing environmental initiatives, sustainable fabrics and manufacturing methods. An extreme example is a collection of footwear made from banana fibers and eco-leather from grapes. How was it?

H&M has collaborated with British footwear brand Good News. This is the brand first ever shoes collaboration. H&M uses sustainable, innovative materials to create the footwear: Bananatex fiber from banana plants and Vegea wine byproduct alternative leather, recycled rubber and cotton.

Bananatex is the world’s first durable, waterproof fabric made purely from Banana plants. Cultivated in the Philippines within a natural ecosystem of sustainable forestry, the plant requires no chemical treatments. VEGEA company was founded in 2016 in Milan, with the aim to promote the integration between chemistry and agriculture through the development of new eco-sustainable products. They develop plant-based alternatives to fully synthetic oil-derived materials for fashion, furniture, packaging, automotive & transportation.

Good News and H&M have teamed up to create a collection of unisex footwear with the lowest environmental impact. The collaboration includes seven sneakers and flip-flops inspired by the style of the 70s.

“Working with Good News has given us energy, and creativity and the drive for change have inspired the whole team incredibly. We joined forces to become even better together. A vibrant and colorful collection is our answer to the dullness and uncertainty that are often present in our lives”, says David Söderlund, designer at H&M.

The Good News x H&M collection is already available in Ukraine.

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