As adults, most of us are dreaming of lazy summer days at the beach or chilling by the pool, but kids usually have other plans. They want to splash around, catch waves and build sandcastles. A day at the beach for them is active, exciting and exhilarating. So they will be needing the perfect swimwear, made from materials that won’t affect the environment so they and the next generation will enjoy our beaches and oceans.
This summer, H&M is making waves with a surf-inspired, more sustainable collection featuring sandals made with innovative technology derived from algae, alongside a range of beach-ready clothing and accessories made from recycled cotton, organic cotton and recycled polyester. The BLOOM material used in the soles of the sandals utilizes algae biomass that helps clean our air and waterways of harmful pollution.
With popping colors and graphics reminiscent of the 1980s and 90s, the collection ultimately expresses beach life freedom and the spirit of creating change for the future. Vibrant and comfy t-shirts, tanks, shorts, dresses and swimwear, along with sandals, hats, jewelry, sunglasses and other small accessories, include fashion-forward details such as tie-dye, ombre palm prints, and surf wear touches. With black, peach, lilac, turquoise, lime green and white, the color palette has a retro influence but updated for today. The entire collection is made from more sustainable materials, with BLOOM foam as the highlight alongside recycled cotton, organic cotton and recycled polyester.
Sofia Löfstedt, Head of Kids wear Design at H&M.
“This summer is all about that surf vibe- colorful, spirited and spontaneous with the eye-catching tie-dye or palm prints. We’re also really excited that we have included BLOOM™ foam, which uses an innovative technology to not only create a more sustainable material, but also contribute to minimizing pollution for a better future.”
The collection is available now in select H&M stores, online at kw.hm.com and the H&M MENA App with prices starting from KD 1.990.
