New sustainable collection inspired by Russian animation launches in stores and online from 27 April.
Riki Group has teamed up with H&M on a new collaboration for its hit animation, The Fixies.
A new sustainable collection featuring the characters will launch in selected stores in Russia, Belarus and Kazakhstan, as well as on hm.com, from 27 April.
Items for boys include shorts, t-shirts and tank tops, while there are also leggings and dresses for girls, all decorated with the main Fixies: Simka, Nolik, Toola, Digit, Verda and Fire.
The collection is also made of 100% sustainable cotton – organic and recycled.
“It’s inspiring to see that in our fast-changing world it is the younger generation that pays a lot of attention and interest to the issues of sustainable development,” commented Saed El-Achkar, H&M regional manager in Russia, Kazakhstan and Belarus. “We believe it is crucial to maintain such interest and promote environmental principles among children, because our future is in their hands.
“Our joint collection with The Fixies and a special edutaining episode of the series is a great initiative towards sustainability.”
Mark Zavadskiy, ceo of Riki Group, added: “Environment and sustainability have long been high on the agenda for The Fixies. We hope that the market will appreciate our unconventional collaboration with H&M, the fashion giants. This cooperation will allow us to convey relevant ideas to children, not only from the screen, but literally through touch.
“Our special episode will introduce kids to the clothes production process and will teach them how to take care of garments and dispose of them properly. The images of the Fixies on children’s favorite pieces will remind them of these rules.”
The special episode of The Fixies, produced by Riki Group together with H&M, will premiere on the show’s YouTube channel and on SVOD platform, Kinopoisk, on 23 April.
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