Let’s Clean Up! H&M & Danone AQUA’s positive new wave to Kids Fashion
H&M have partnered up with Danone AQUA to announce ‘bottle2fashion’ their latest initiative, launching a childrenswear collection made from recycled plastic bottles, from the shores of Indonesia. The project collected and recycled around 3.5 million PET bottles, which were then sorted, cleaned and shredded into flakes and then made into recycled polyester fibres.
“Helping to keep beaches and oceans clean, bottle2fashion is another exciting step forward for a more circular and collaborative approach at H&M. To give a second life to disposable plastic bottles as recycled polyester is valuable in so many ways — to Indonesia’s environment, economy and social values — but also the world and our customers. And once the kids outgrow the clothes, we encourage the items be brought back to us through our garment collection initiative so they can be recycled once again.”
Nellie Lindeborg, Assortment Sustainability Responsible at H&M
The sustainable range is made with a blend of recycled polyester, organic and recycled cotton. Cheerful, comfortable and coordinating hoodies, joggers and long-sleeve tops form the collection and include stylish details such as twist knots, colour-blocking, cropped length and tie-dye. With a palette of black, marl grey, browns, navy, blush pink and lavender plus bright green, sunflower yellow and vibrant blues, the of magic of colour really comes to life.
“For this collection, we wanted to focus on pieces that kids could really be kids in — playful, comfy and confident — so hoodies, joggers and some long-sleeve tops. Though the garments can be coordinated, we put together a wide-ranging colour palette that could be easily mixed and matched. I always love to see what kids come up with and I hope they will also learn about the bottle2fashion project along the way.”
Sofia Löfstedt, Head of Kidswear Design at H&M
The collection is available in stores and online.