PINEAPPLE: FASHION FOR THE FUTURE

See how fashion is becoming more sustainable as H&M launches a collection that features Philippine pineapples!

PHOTOS COURTESY OF MARBEE SHING-GO

It’s no secret that fashion is one of the most polluting industries in the world. Materials like leather pose threats to the environment due to their mass production and chemical tanning. We are living at a time when sustainability should be made a priority in every industry, and when harmful materials should be replaced with sustainable ones.

But no one has ever thought about replacing leather with pineapple, at least not until Piñatex founder Carmen Hijosa saw the environmental impact of the former to the environment, and decided to abandon it for a sustainable alternative. Carmen’s research is the main focal point of fashion giant H&M as it launches its new collection—the Conscious Exclusive Collection.

The collection, along with two other fiber materials (orange fiber from citrus fruits’ byproducts and Bloom foam made from algae biomass), features Piñatex, a material made from cellulose fibres extracted mostly from Philippine pineapple leaves (specifically from Aklan).

Aside from its sustainability, the collection still stands out for its quality, design, and function. It’s still clothing that we love for its design and function—with products you would want to wear for “like a decade,” as non-profit organization Fashion Revolution coordinator Laura Francois points out.

H&M’s new collection shows how the genius incorporation of sustainable materials can make this world truly a better and cleaner place. The new Conscious Exclusive collection will be out on April 11 at the H&M store in Greenbelt, Makati.

For more information about H&M’s Conscious Exclusive and Conscious collection, visit <hm.com>