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H&M taps new materials companies for its PETA-approved fashion drop

H&M is continuing its campaign to popularize and commercialize eco-friendly ways to make clothes through a new line launched in partnership with the animal rights group People for the Ethical Treatment of Animals.

The collection of womenswear, menswear and kidswear was made using fabrics from startups Pangaia and Vegea and the private-equity backed ethically sourced rubber company, Yulex in a partnership that shows how new technologies can come down the cost curve.

Pangaia, for instance, is best known for its pricey athleisure and denim made from recycled materials and alternative sources. The company just launched a line of denim made from Himalayan stinging nettles and famously outfits celebrities like Jennifer Lopez and Harry Styles.

Through H&M buyers can tap into the technologies Pangaia has developed, buying a parka made with the company’s FLWRDWN down replacement (made from wildflowers) for less than the cost of one of its high-priced hoodies.

“We designed this collection for modern urbanites, those who love the social hubs of city life but equally crave weekends spent wearing their waterproof rubber boots immersed in nature,” said Malin Dubois, senior designer at H&M, in a statement. “We’re proud to be able to unite two passions: versatile, fashion-forward design with more sustainable PETA-approved alternatives to animal-derived materials.”

The Italian manufacturer Vegea is providing its plant-based substitute for oil-based and animal leathers. Other brands that have tapped Vegea for leather alternatives include the basically bespoke automaker Bentley, the athletics brand Le Coq Sportif, and women’s eco-fashion company, Redemption.

Pieces in the new H&M collection include faux fur jackets, Yulex-made boots, FLWRDWN shoes for men — and vegan lipsticks and an eyeliner pack certified by The Vegan Society, according to the company.

“The ‘Co-Exist Story’ collection epitomises our ongoing commitment at H&M to exploring innovative alternatives to animal-derived fabrics while still offering our customers cutting-edge fashion,” says Ann-Sofie Johansson, creative advisor at H&M, in a statement. “H&M and PETA have enjoyed a positive dialogue throughout the project, and we are proud to support the valuable work that PETA is doing every day.”

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