H&M's Brand 'Weekday' Makes Swim Apparel from Ocean Plastic

By: Mary Van Puymbroeck - May 3, 2017
References: shop.weekday & highsnobiety
With concerns for the future of the Earth, it's more important than ever for consumers to have access to sustainable swimwear.

For Spring/Summer '17, H&M's sister brand 'Weekday' developed a line of recycled ocean plastic swimwear. The line retains a stylish aesthetic, true to the brand's sporty, Scandinavian-inspired look, yet no one can tell by looking at the designs that the materials used had once been garbage floating in the ocean. The brand is also releasing a collection of accompanying beach accessories made with the same materials. The images released of the collection feature natural-looking men and women, untouched by Photoshop, highlighting the collection's ability to work well on bodies of all shapes and sizes.

The recycled ocean plastic swimwear and body positive messages Weekday portrays in this collection convey messages on issues that resonate with Millennial audiences.