Good News links with H&M for colourful eco trainers collection
H&M has announced a footwear collaboration with British brand Good News, which is known for its “playful, retro-inspired trainers and unwavering commitment to sustainability”.
It's important because it's the Swedish fashion retail giant’s first-ever shoe collaboration featuring innovative materials like Bananatex (fibre from banana plants) and vegan grape leather Vegea.
We've been seeing a lot of initiatives around vegan leather in recent months, with both Stella McCartney and Allbirds having announced such product launches lately.
The unisex H&M x Good News collection will be available on hm.com and in selected stores from April 1, with the rollout continuing globally during April.
Good News was founded by Nia Jones and Ben Tattersall in London in 2016 as a reaction to the large amounts of waste they'd seen the footwear industry producing in their previous jobs.
The H&M link-up sees them creating seven trainers and one pair of sliders “in a vibrant seventies-inspired colour palette — each with their own sustainable elements, such as recycled rubber soles and recycled cotton, Vegea and Bananatex uppers”. There’s also a kids’ collection featuring three of the trainer styles.
The collection “rethinks the design and production of trainers, furthering both companies’ aim of becoming circular in all their processes,” the partners said.
“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,” said Ben Tattersall.
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