H&M collaborates with British footwear brand Good News for sustainable unisex collection
H&M has announced a collaboration collection with British footwear brand Good News, founded by Nia Jones and Ben Tattersall in London in 2016 and known for its sustainable, playful and retro-inspired trainers.
The collaboration marks H&M’s first ever shoe collaboration featuring innovative materials like Bananatex, fibre from banana plants, and the vegan grape leather Vegea.
There are 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 is also a capsule kids footwear collection featuring three of the trainer styles.
TheIndustry.fashion has created a gallery to showcase the collection:
The Good News x H&M collection rethinks the design and production of trainers, furthering both companies’ aim of becoming circular in all their processes.
H&M's parent company, H&M Group, also recently announced that it is testing new sustainable paper packaging across its brands in a bid to cut down on plastic waste.
David Söderlund, Designer at H&M, said: “Working with Good News gave us such good energy and positivity. Their creativity and drive for change inspired our team. We joined forces to become better together. The collection is a bright and colourful contrast to a grey and uncertain world. I love the colours and the innovative materials.”
Ben Tattersall, co-founder of Good News, added: “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.”
The Good News x H&M unisex trainer collection will be available online from 1 April and and in selected H&M stores from 12 April.