H&M gets fruity with new sustainable collection

STOCKHOLM – A new collection from H&M will use fibres produced from oranges, pineapples and algae biomass. The retailer’s latest ‘Conscious Collection’ is its most leftfield yet and could potentially help mainstream a number of niche, natural fibres which have huge promise due to their environmental credentials. The collection will include the use of Piñatex, a natural leather alternative made from cellulose fibres extracted from pineapple leaves, Bloom Foam, a plant-based flexible foam using algae biomass, and Orange Fiber, sustainable silk-like fabrics made from citrus juice by-products.