H&M celebrates sustainable dyeing with Colour Story drop

By

Sandra Halliday

Published
Mar 30, 2021

H&M has unveiled the latest Innovation Stories collection with the debut of Colour Story. The first drop was Science Story and this new drop “celebrates new, more sustainable methods of working with colour”.

The Swedish retail giant has worked with “innovators” to create a selection of contemporary pieces “that bring awareness to the dyeing and printing processes’ environmental impacts”. 

The company said it’s used “cutting-edge dyeing techniques, such as biotechnology, plant-based pigments and closed-loop systems, that not only create unique and charming colours but have less impact on the environment”. 

Launching on April 15, it said “carefully crafted earthy tones give the collection a soothing, inviting quality, while swathed styles and denim add a confident urban sensibility”.

The collection, which will be available in selected stores and at hm.com, also includes a digitally printed spaghetti-strap-waisted cropped shirt and drawstring skirt; a plant-based dyed caped dress and poncho-style hoodie; and a chestnut top and trouser co-ord, coloured with We aRe SpinDye.

Accessories “add a light grungy feel to any look” with hooped earrings made from recycled glass, with no added colour pigments, and chunky-soled sandals made from Bloom flexible foam that’s partly produced with algae biomass. 

H&M said that as well as selling the items, it will be offering a unique selection of pieces for customers to rent with stores in Stockholm, and Mitte, Berlin having rentable collections.