H&M says its new Conscious Activewear collection is made from sustainable materials – namely recycled polyester and elastane.
Described as 'fresh, figure-flattering and fashion-forward', the range comprises sports bras, tights, hoodies and tops. The subtle palette of black, beige and green is meant to evoke nature and sustainability, says the brand.
"By bringing together the functional and feminine, the aim is to give customers a stylish, conscious sports collection," comments Petra Smeds, Head Designer of Sportswear at H&M.
"And not just through the fabrics – we utilised a new knitting technique that creates seamless garments while using less yarn or fabric waste. Blending function with sustainable thinking and fashion in this way is the way forward."
H&M says the Conscious Activewear collection – designed for training, yoga and running – plays on the theme of 'in it for the long run' and is part of its plan to become '100 per cent circular'. "Ultimately, H&M want to create a closed loop for textiles in which unwanted clothes can be reused or recycled into new treasures," states the brand.
The pieces will be available in selected stores and online throughout January and February.