H&M x Agraloop BioFibre

WHAT WE SAY:

H&M’s use of the Agraloop BioFibre over the past few years follows an encouraging trajectory: from competition winner to concept, into retail via a limited edition Conscious Exclusive, to finally hitting the brand’s main collections.

However, this is where the real questions start – how viable is the material at mass scale, both in terms of sourcing, production and creating products that customers actually prefer to synthetics or higher impact alternatives? Is this making any dent on the vast quantities of plastic textiles H&M produce?