H&M launches eco sportswear line

Fashion giant H&M has launched a new sportswear collection that is made in sustainable materials, such as recycled polyester and elastane in each and every piece.

Launched globally in select stores on 28 December and online at hm.com on 4 January, the Conscious activewear collection brings H&M one step closer towards achieving its overall goal of becoming 100 per cent circular.

Each and every piece in the new sportswear line uses recycled polyester and elastane. The emphasis on nature and sustainability is also reflected in the colour palette of green tones, black and beige. The garments also feature highly functional details such as quick-dry and seamless for maximum comfort and holes for ventilation.

“By bringing together the functional and feminine, the aim is to give customers a stylish, conscious sports collection. And not just through the fabrics – we utilized a new knitting technique that creates seamless garments while using less yarn or fabric waste,” said Petra Smeds, Head Designer of Sportswear at H&M.

“Blending function with sustainable thinking and fashion in this way is the way forward.”

The new sportswear line consists of tights, sports bras, hoodies and tops for training, running and yoga.

H&M’s goal is to become 100 per cent circular by 2030. Its ultimate goal is to create a closed loop for textiles in which unwanted clothes can be reused or recycled into new items.

In 2016, it used 26 per cent recycled materials, making it the second largest user of recycled polyester in the world, reported Climate Action Programme. That same year, it sourced 43 per cent of all the cotton it used sustainably.

“Moving towards full circularity will be the key to our future success,” said Cecilia Strömblad Brännsten, Circular Economy Lead for H&M.

“At H&M we have set a vision to become 100 per cent circular, which means that we will have a circular approach to how products are made and used covering our whole value chain from design to expanding the lifespan of our products through different ways of prolonging use and recycling.”


Image credit: H&M

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