Another Step Towards Sustainability

For Spring 2021, H&M has taken another bold step towards its sustainability efforts. The fast fashion giant is utilising new innovative materials such as Agraloop™ Biofibre™, which has increased in scope and amount used since first introduced in H&M’s assortment.

The Spring collection itself showcases a new range of sporty minimalist-inspired pieces. Key styles from this include; a sleeveless cropped hoodie, slip dress with tie-up straps and ruching detail on the side, and sleeveless denim vest with patch pockets. Launching 16 September, the Agraloop™ Biofibre™ has now been scaled up to the main collections since its debut in the H&M Conscious Exclusive AW20 collection. The Conscious Exclusive was an incubator for new technologies and materials. In this, they transformed food crop waste — for this collection it was oilseed hemp waste — into a natural fibre, Agraloop™ Biofibre™ can be found in several pieces, such as the sleeveless cropped hoodie and softly structured trench coat.

The remainder of the collection features other more sustainable materials, some left undyed, encompassing organic cotton jersey, denim and poplin, and crisp organic linen reflecting H&M’s ambitious aim to only use 100 percent recycled or other sustainably sourced materials by 2030.