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Today, designers and visionaries can express their innovative ideas through new codes in technology. The fashion industry now questions the changes in society and are preparing to offer solutions that are aligned with the new consumer lifestyle. Through the rapid speed of technology consumers and brands have reached a meeting point in order to improve the performance of its creation as well as its manufacturing practices. Now is the time to think about the future.
A vast selection of new developments in the fashion and related industries help to inspire organic, optimistic energy. In a word, the Innovation Stories are the sustainability lab of H&M. This is command-central where the global apparel and retail brand experiments with new innovations and materials prior to scaling for the general product inventory. Collectively, H&M is using materials such as melted recycled glass with no added color pigments and chunky-soled sandals made from Bloom™ (a flexible foam partly produced with algae biomass). It is a hard point to argue that all design and production should be done with consideration for the environment and future generations.
H&M recently announced a new partnership with Maisie Williams as a Global Sustainability Ambassador to help lead a worldwide initiative towards a more sustainable fashion future. Williams will join H&M to drive change in fashion in the virtual world and real life; highlighting and encouraging the reuse, remaking and recycling of unwanted garments in a united effort to close the loop in fashion.
The joint action is fascinating to me. The launch of H&M Looop Island in Nintendo’s hugely popular game Animal Crossing: New Horizons on April 13th, 2021. Named after H&M’s garment recycling machine Looop which launched in October of 2020, and which takes old clothes and recycles them into new ones, H&M Looop Island has been completely designed with a sustainable theme. The players can explore the island and recycle their game outfits into new ones in the virtual version of H&M’s Looop Machine, the first ever Animal Crossing: New Horizons clothing recycling station.