New collaboration will feature innovative materials like Bananatex – fibre from banana plants – and the vegan grape leather Vegea.
H&M has unveiled a new collaboration with British footwear brand Good News, known for its retro-inspired trainers and sustainability commitment.
The tie-up marks H&M’s first ever shoe collaboration featuring innovative materials like Bananatex – fibre from banana plants – and the vegan grape leather Vegea. The unisex collection will be available on hm.com and in selected stores from 1 April.
The unisex trainer collection includes seven trainers and one pair of sliders in a Seventies-inspired colour palette. Each has their own sustainable elements, such as recycled rubber soles and recycled cotton, Vegea and Bananatex uppers. There is also a kids’ collection featuring three of the trainer styles.
The Good News x H&M collection aims to rethink the design and production of trainers, furthering both companies’ aim of becoming circular in all their processes.
“We are very proud to be collaborating with H&M, pushing one of the giants to look at every component of a shoe,” commented Nia Jones, co-founder of Good News. “It was important for us to make the collection as sustainable as possible while still looking fun and cool.”
Fellow co-founder, Ben Tattersall, added: “Hopefully we can inspire action and change for other brands. We all need to work alongside each other to help create a positive change. The world needs unity right now rather than competing against each other.”
David Söderlund, designer at H&M, said that working with Good News gave the retailer “such good energy and positivity”.
“Their creativity and drive for change inspired our team. We joined forces to become better together,” he commented.
The collaboration will also launch in Sweden, Norway, Finland and Denmark (online only) on 14 April, US and Canada on 15 April and Turkey on 22 April.
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