WWD – H&M Partners With WWF for Sustainable Kids’ Collection
By Fleur Burlet
Ten percent of each sale will help fund the wildlife conservation organization’s endangered species program.
SAVE THE SPECIES: Swedish retailer Hennes & Mauritz AB is collaborating with the World Wide Fund for Nature on a sustainable collection of children’s clothes, in its latest initiative designed to cement its green credentials in the eyes of increasingly eco-conscious consumers.
Wednesday’s news follows the announcement that H&M’s next Conscious collection will feature a number of sustainable fabrics, such as recycled cashmere, velvet made from recycled polyester and recycled plastic for accessories. Also launching Sept. 27, the line will be made using leftover Econyl yarn from previous H&M collections.