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H&M collaborates with British footwear brand Good News for sustainable unisex collection

Tom Shearsmith
23 March 2021

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.

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