Swedish retailer H&M has joined forces with the World Wide Fund (WWF) – the world’s leading independent conservation organisation – to launch a new childrenswear collection made entirely of sustainable materials.
As consumers become increasingly aware of how the fashion industry processes affect the environment, more big brands and high street retailers are coming up with different way of producing clothes. H&M has offered a Conscious Exclusive collection for the last seven years, which promotes the use of recycled materials, but the new collection is the first to be entirely sustainable.
Additionally, 10% from the sale of each item will be donated towards WWF’s conservation work.
The collaboration includes everything from sweatshirts and leggings to hooded dresses and will be available for babies and children from newborn through to 14 years old.
“We only have one planet and we all need to team up to preserve it for generations to come,” says Anna Gedda, head of sustainability at H&M Group. “We have an ambition to be fully circular and as part of that we have set the goal to only use recycled or other sustainably sourced materials by 2030.”