All the polyester used in this collection is recycled and comes from the bottle2fashion project, which also supports the Indonesian government’s initiative against marine pollution while contributing to their Sustainable Development Goals. PET bottles are collected from across the islands of Indonesia, then sorted and cleaned before being shredded into flakes to make recycled polyester fibres.
“We play a huge part, and we want to lead the change towards a more sustainable fashion future. We can and we have to create these collaborations to accelerate the transformation that is crucial for our industry – together with other brands, our suppliers and our customers. I’m proud of the way we collaborate with others to set new industry standards and enable innovative solutions — it’s so inspiring how sustainability topics can open doors and motivate people to team up and be creative in very untraditional ways,”
Karin Brinck, Sustainability Manager H&M Kidswear.
“Danone AQUA is committed to being part of the solution around plastic waste. We launched the #BijakBerplastik (being wise about plastic) Movement in 2018 and realised we could help to tackle the issue. To help the Indonesian government to reduce 70% of the waste going into the ocean by 2025, however, requires multiple stakeholder effort and collaboration. H&M shared the same vision, to be a leader in driving a more circular and renewable economy – and at the same time doing real action to stop plastic waste to reach the ocean. With the bottle2fashion project, we’re showing a more sustainable future is possible, not only from bottle to bottle but bottle to fashion, to be part of the solution,”
Jeffri Ricardo, Packaging Circularity Senior Manager at Danone AQUA.
Modern, cosy and roomy hoodies, trousers, joggers, t-shirts, long-sleeve tops and socks form the kidswear collection for 9- to 14-year-olds and include sports-inspired details, ombre, colour-blocking, marble and tie-dye prints. With a colour palette of lavender, pale yellow, black, grey and lime green, the feel is energetic yet harmonious.
“We love how this kids collection gives a second life to plastic waste. Using recycled polyester from the bottle2fashion project means we’re helping to clean up the Indonesian islands and reusing resources we already have. We took that innovative spirit and created a bold, future-led vibe for the different pieces. And most importantly, we get to continue providing our young heroes around the world with sustainable fashion,”
Sofia Löfstedt, Head of Kidswear Design at H&M.
For more information and background around the campaign, including additional imagery and products, please source H&M Magazine