Clothing giant H&M has unveiled a new sportswear range made from recycled textiles in a bid to tap into the growing global market for “conscious fashion”.
The womenswear collection hit the shelves in select H&M stores around the world on December 28, and was made available to buy online last week.
Inspired by the theme ‘in it for the long run’, the range’s selection of sports bras, hoods, tops and training tights are made predominantly with recycled polyester and elastane, H&M said.
It marks the latest addition to the Swedish clothing giant’s range of eco-clothing, which over the years has expanded to include a long-running Conscious Collection, a range of recycled denim, and a premium collection dubbed Conscious Exclusive, made from fibres woven from shoreline waste.
The fashion giant has also taken a raft of steps to curb the environmental impact of its operations, pledging last year to become ‘climate positive’ throughout its value chain by 2040.
H&M’s head designer of sportswear Petra Smeds said the new fitness collection was designed to marry performance, style and ethics.
“By bringing together the functional and feminine, the aim is to give customers a stylish, conscious sports collection,” she explained in a statement. “And not just through the fabrics – we utilised a new knitting technique that creates seamless garments while using less yarn or fabric waste. Blending function with sustainable thinking and fashion in this way is the way forward.”