H&M Group’s & Other Stories Unveils Innovative Seaweed-Based Fibre Collection
H&M Group’s contemporary fashion brand, & Other Stories, has launched a new collection that prominently features Kelsun, an innovative new fibre derived from seaweed. The announcement, made on July 8, 2025, marks a significant step in the brand’s commitment to exploring and incorporating more sustainable materials into its fashion offerings.
The collection, which is now available, showcases the versatility and aesthetic appeal of Kelsun fibre. Seaweed, a rapidly renewable resource, offers a compelling alternative to conventional fibres. The cultivation of seaweed often requires no freshwater, fertilisers, or pesticides, making it a particularly eco-conscious choice in the fashion industry, which is often criticised for its environmental impact.
Kelsun fibre is produced through a closed-loop process developed by the company Seaweed Solutions. This process aims to minimise waste and environmental footprint throughout the fibre’s lifecycle. The resulting material is described as soft, breathable, and biodegradable, possessing qualities that lend themselves well to a variety of garment types.
This initiative aligns with H&M Group’s broader sustainability goals, which include increasing the use of recycled and sustainably sourced materials across all its brands. By collaborating with innovators like Seaweed Solutions, & Other Stories is not only diversifying its material palette but also actively contributing to the development and scaling of next-generation sustainable textiles.
The introduction of Kelsun fibre into a fashion collection provides consumers with an opportunity to engage with and support cutting-edge sustainable fashion. It highlights the growing trend of brands looking beyond traditional materials to find solutions that are both stylish and environmentally responsible.
This move by & Other Stories is anticipated to generate interest in seaweed-based textiles within the wider fashion industry, potentially encouraging further research and development in this promising area of sustainable material innovation. The collection is a testament to the evolving landscape of fashion, where environmental consciousness and technological advancement are increasingly intertwined.
H&M’s & Other Stories new collection features Kelsun seaweed fibres
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