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H&M Figures Out Animal-Free Fashion

H&M is rolling out PETA-approved fashion.

Co-Exist Story, a line of men’s, women’s and children’s apparel designed without the use of animal-derived fabrics or processes, will be available on the Swedish retailer’s website and at select stores beginning Nov. 4. The collection is the third installment in H&M’s Sustainable Stories initiative, which launched earlier this year highlighting environmentally friendly initiatives and designs. The themed collections began with Science Story’s sustainable innovations, followed by Color Story’s focus on sustainable methods of working with colors and dyes.

According to H&M, the men’s and women’s ranges in Co-Exist Story were conceived for versatile day-to-night wear, incorporating sustainably sourced materials made without animal hides or byproducts. The line includes high-volume silhouettes, ‘90s influences and functional outerwear. The garments incorporate eco-friendly alternatives. Pangaia’s patented Flwrdwn—a cruelty-free insulator made from a combination of wildflowers, a biopolymer and aerogel, replaces goose down, for example. The line also substitutes Pangaia’s plant-based Vegea leather for animal hide and polymer-based leather.

An oversized cream faux fur coat is made from recycled polyester, while a one-shoulder knit dress with a fringed hem is made from Econyl regenerated nylon, and outdoor-ready rubber fishermen’s boots are crafted from Yulex, a natural rubber. A men’s recycled nylon oversized anorak embellished with a graffiti print and Flwrdwn puffer shoes offer a streetwear-inspired vibe. The collection includes Vegan Society-certified vegan makeup like lipsticks and eyeliner.

A faux fur style from the Co-Exist Story collection.
A faux fur style from the Co-Exist Story collection. H&M

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The children’s assortment will feature recycled nylon anoraks, Flwrdwn puffer jackets, and T-shirts and lounge styles with animal-rights slogans.

“The ‘Co-Exist Story’ collection epitomizes our ongoing commitment at H&M to exploring innovative alternatives to animal-derived fabrics while still offering our customers cutting-edge fashion,” Ann-Sofie Johansson, creative advisor for the fast-fashion giant, said in a statement.

“We designed this collection for modern urbanites, those who love the social hubs of city life but equally crave weekends spent wearing their waterproof rubber boots immersed in nature,” H&M senior designer Malin Dubois added. “We’re proud to be able to unite two passions: versatile, fashion-forward design with more sustainable PETA-approved alternatives to animal-derived materials.”

T-shirts are emblazoned with slogans promoting animal rights.
T-shirts are emblazoned with slogans promoting animal rights. H&M

PETA corporate responsibility manager Laura Shields noted that much of the organization’s work is accomplished through “forming positive relationships with companies such as H&M as we strive to end the use of animal-derived materials.”

The campaign imagery was shot by photographer Johnny Dufort and styled by Alexandra Carl at the Hillside Animal Sanctuary in Norfolk, England, one of the U.K.’s largest vegan-run animal sanctuaries and a safe haven for rescued farm animals.