Swedish brand H&M’s & Other Stories unveils seaweed fibre collection

We continuously seek new technologies and materials to evolve our designs. For us, fashion and innovation are intertwined.

H&M’s & Other Stories has partnered with Keel Labs to use Kelsun, a plastic-free seaweed fibre, in a summer collection.
Inspired by the ocean’s organic forms, designer Frida Billegren blends Kelsun with organic cotton for softness and durability.
The undyed pieces embrace natural tones, offering relaxed, eco-conscious fashion that stays true to nature.

Cecilia McNeil, Head of Sustainability at & Other Stories

The ocean is the driving force for Aleks Gosiewski, co-founder and CEO of Keel Labs, the creators of Kelsun.

Kelsun is a unique fibre, completely free from plastics. Its versatility allows seamless blending with other natural materials, enhancing both softness and durability.

Designer Frida Billegren at & Other Stories turned to the ocean for inspiration – she found it in the organic shapes and fluid beauty of sea life, in the flower-like movement of anemones.

Wear the pieces as a set or style casually as summer separates, they are soft, relaxed, and kind. Using the natural colour of the fibre also felt essential, no dying techniques were used; the set is presented in its purity. These pieces remain true to nature, blending seaweed fibre with organic cotton for both softness and strength.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

Fibre2Fashion News Desk (RM)