SAVE THE SPECIES: Swedish retailer Hennes & Mauritz AB is collaborating with the World Wide Fund for Nature (WWF) on a sustainable collection of children’s clothes, in its latest initiative designed to cement its green credentials in the eyes of increasingly eco-conscious consumers.
Launching Sept. 27, the line features items such as sweatshirts, leggings and hooded dresses in organic cotton, with 10 percent of each sale helping fund the wildlife conservation organization’s endangered species program.
Designs are printed with illustrations of at-risk species such as tigers, snow panthers, polar bears, elephants and penguins. WWF hopes the collection will raise awareness among the younger generation of consumers.
The H&M Kids x WWF collection
“The campaign will allow us to collect funds to support our actions, but also to alert the future generation to environmental issues,” David Bloch, head of corporate marketing partnerships at WWF International, said in a statement. “This collection proves that it is possible on a large scale to produce clothes that are better for the environment and for our children.”
The brand first joined forces with WWF in 2010 on an ocean-themed collection, and subsequently inked a partnership with the organization in 2011 covering issues including water management and environmental strategies designed to