For the first time, H&M is collaborating with an all-female surf community, to create a sustainable swimwear collection.
Teaming up with Women + Waves, a collective founded in 2017 by Rachel Murphy and based in Cornwall, England, the swimwear collection features designs with a subtle 1990s look and cuts for an active lifestyle.
The collaboration is also the first foray into fashion for Women + Waves, with pieces made from sustainably sourced materials, including recycled polyamide, recycled polyester and organic cotton.
Rachel Murphy, Founder of Women + Waves, said: “With this H&M collaboration, we really wanted each piece not only to be practical but also reflect the strength and empowerment of women surfing together.
“Our community started from casual once-a-week gatherings and now it has grown into a real collective who constantly support one another. I hope the H&M collaboration will inspire women to surf, plus raise awareness of keeping the oceans clean.”
Maria Östblom, Head of Design Womenswear at H&M, added: “When we came across Women + Waves for the first time, we were blown away by the power and authenticity of this all-female surf collective.
“It’s unique, positive and inspiring, so we’re absolutely thrilled to be collaborating with them. Together, we knew it was important to have functional and fashionable swimwear as the core of the collection, which could then be styled for any occasion under the current circumstances we are in, when we might only be able to dream of our summer destinations.”
The Women + Waves x H&M collection will be available on H&M’s website and in selected stores from 4 June 2020.