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H&M launches first PETA approved vegan collection

The collection uses innovations such as FLWRDWN, an alternative to animal down made using wildflowers, and VEGEA, a plant-based substitute for oil-based and animal-derived leathers

H&M has announced the launch of ‘Co-exist Story’, an vegan fashion collection which is entirely approved by the animal rights organisation People for the Ethical Treatment of Animals (PETA). 

It revealed the collection includes womenswear, menswear and kidswear, combining “innovative” animal-substitute fabrics and “more sustainably sourced” materials with a fashion-forward mentality.

The new range is the third instalment in H&M’s innovation stories initiative, which launched in early 2021 and aims to showcase more sustainable innovations, materials and designs. 

key pieces include an oversized cream faux fur coat in recycled polyester for women and a graffiti-print recycled nylon oversized anorak for men. 

According to the brand, the collection uses innovations such as FLWRDWN, an alternative to animal down made using wildflowers, and VEGEA, a plant-based substitute for oil-based and animal-derived leathers. 

The range also offers accessories including rubber fisherman’s boots puffer and vegan make-up ranging from lipsticks to eyeliner certified by The Vegan Society.

Ann-Sofie Johansson, creative director at H&M, said: “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.”

Laura Shields, PETA corporate responsibility manager, added: “Much of our work at PETA is accomplished by forming positive relationships with companies such as H&M as we strive to end the use of animal-derived materials.”

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