H&M has a new partner in its circularity journey.
The Swedish fast-fashion retailer has teamed with New York-based designer, artist, DJ, consultant Heron Preston to launch H2. More than a single collaboration, H2 is a “circular innovation program underscored by a joint commitment to closing the loop” and empowering young creative talent.
H2 will launch with a New York-inspired collection that brings together new ideas of utility, durability, versatility and cultural archetypes. Many of the designs incorporate Preston’s signatures like nods to workwear and racing.
The unisex collection spans boxy reversible nylon bomber jackets, long-sleeve racing-style jerseys made from 100 percent recycled polyester and reversible cotton-rich hoodies. Straight-cut 12.75 oz. denim jeans are made from 20 percent recycled cotton.
A range of “expressive women’s pieces” includes a bodysuit, lace-up corset, catsuit, bike shorts, tank top and bikini.
“I believe it’s a collection that can be seamlessly integrated into anyone’s existing wardrobe. The idea is to acknowledge individuality through design codes, fits, shapes, and styles that everyone around the globe can relate to. We recognize how real people adopt clothing and adapt it to their personal style,” Preston stated in a release.
The collection will launch on March 14 and retail for 19.99 euros to 249 euros (approximately $21.60-$269.)
H&M announced the long-term partnership with Preston last fall. As part of the collaboration, Heron will develop seasonal H2 collections and serve as a creative advisor to the brand. The Levi’s and Calvin Klein collaborator will also direct H2 Exchange, a circular fashion program to equip young designers with circular mindsets and skillsets.
The goal of the program is to combine H&M’s circular initiatives with creativity and to engage to keep clothes in the loop for as long as possible.
Young New York-based designers can apply to the program online. Three designers will be selected to work alongside Preston to create a unique collection of upcycled fashion based on donated clothes from personal closets in the city.
From March 8-10, the public can donate clothes for H2 Exchange at 25 Howard Street in New York City. Donations will be rewarded with personal tokens, giving priority access to events at the Exchange studio, opportunity to buy pieces from the Exchange collection, and discounts on H2 seasonal collections.
“We’re excited to launch this multifaceted, long-term partnership with such a strong first collection, democratizing Heron Preston’s creative vision by making it more accessible to people worldwide. I think we will accomplish many wonderful things together over time, and this is just a first step,” said Ross Lydon, H&M head of men’s design.
