Long has the fashion world been condemned for being a major contributor to the alarming amount of waste pollution plaguing the world. Fast fashion brands, in particular have been scrutinized time and again for the irresponsible disposal of the waste they produce that, more often than not, amount to tons of trashed clothes that could have otherwise been recycled.
Thus, as a response to this growing problem, H&M’s Conscious Collection was born. “The Conscious Exclusive collection is a recurring collection launched every April. It’s at the forefront of our sustainability work, made out of 100% sustainable materials,” the brand’s Sustainability Manager, Wong Xin-Yi explains.
Rounding the ninth year of their Conscious Collection, H&M continues to lead the charge for sustainable fashion on a large scale with yet another line of responsibly sourced, statement-making sustainable pieces. This year though, the collection bears a particular sense of pride for Filipinos as one of the three biodegradable materials used for its Spring Summer 2019 line is the piñatex. Currently 100% sourced from the Philippines, the sustainable material is made out of the country’s pineapples, particularly from the fiber extracted from the fruits' leaves.
That’s right folks, starting April 11 you can now shop for a western-inspired printed jacket made out of piña, all over the world. Other pieces from the collection include frothy ruffles, as well as billowy floral frocks and blouses all made from biodegradable materials such as orange peels, and algae. “For this particular collection, the inspiration comes from the natural beauty surrounding us and how important nature is to our well-being as well, and the healing power that it has.” Xin-Yi further explains.
As for the expected quality of the piñatex—which is considered an alternative to leather—Dr. Carmen Hijosa, its founder, had this to say: “Piñatex is made from 95% natural fiber. It will last for up to four to five years before it starts to wear, unlike leather that has the lifespan of at least a hundred years. But if you go into the sustainable side, it’s got so much more credentials than just lasting long. There are no chemicals that go into piñatex which is really quite important, plus the production only creates 5% waste,” Proving, without a doubt, that the material poses as a much better alternative for the planet in the long run.
According to a press release “Currently, 57% of all materials used by H&M group is recycled or sustainably sourced.” In a bid of good faith and continued innovation, the brand hopes to become 100% sustainably responsible by using recyclable materials for all of their products come 2030.
You can check out the full collection, here!