But Happy x Nature (pronounced “happy by nature”), a collaboration between the Hollywood star-turned-athleisure mogul and mall stalwart New York & Company, is less a brand than “a love story, really,” Hudson writes on her e-commerce website. “We love how nature makes beauty look so easy and effortless. And, that’s been our inspiration for our fashion and for our commitment to the environment.”
Awash in Hudson’s signature brand of SoCal free-spiritedness, Happy x Nature features floral peasant blouses, wide-leg denim, ruffled-hem maxi-dresses and tie-back jumpsuits in laid-back, desert hues and the occasional bright pop of goldenrod yellow—a nod, perhaps to her famous mother, the comedic legend Goldie Hawn.
“Eco-aware solutions,” such as better-for-the-planet fabrics, Hudson says, are a key consideration for her garments, which are manufactured in China, India and the Philippines, and retail in the $50 to $150 range.
“The fabrics we choose are a big part of our mission of striving to make a difference for this generation and generations to come,” she writes. “Airy cotton voiles, earthy laundered cottons and cotton flax are mixed with organic and recycled fabrics. We’re especially excited about Repreve, made of recycled plastic bottle yarns.”
Each pair of Happy x Nature’s skinny jeans, Hudson notes, uses at least two post-consumer recycled plastic bottles. Other sustainable considerations include no paper or plastic tags (Hudson bills the type she uses as “eco-friendly fabric” but doesn’t provide details) and biodegradable bags she claims will degrade in 12 to 18 months. “So order everything you love, with no worries!” she urges in the “Our Story” section of the site.
“We’re always looking for new ways to ensure that generations to come will be happy x nature,” she continues.
Happy x Nature is Hudson’s sophomore effort at playing fashion designer after she co-founded the Fabletics line of activewear and footwear in 2013. Originally available to online subscribers only, the brand has since expanded to include 26 brick-and-mortar outlets in malls nationwide, with six more doors listed on its website as “coming soon.”