The eco-friendly designs reflect selected designs for men and women from the upcoming “Co-Exist Story,” an animal-friendly fashion collection. The introduction builds on the Swedish retailer’s launch of H&M Looop Island that took place in April in Animal Crossing: New Horizons.
The new virtual pieces will debut alongside an in-game update for Looop Island, making it a vegan-friendly destination for gamers. The initial release earlier this year in Animal Crossing: New Horizons played sustainability efforts virtually. The Looop name refers to H & M’s garment recycling machine, which is designed to turn old clothes into new ones. The retailer has displayed Looop in select stores.
H&M aims to use recycled materials or those made with sustainable methods by 2030. The updated design will represent the chain’s “history of coexistence”. People for the Ethical Treatment of Animals partnered with H&M for Co-Exist Story apparel, footwear and accessories that will be available on the retailer’s site and in select stores beginning Thursday.
Reconfigured as an animal sanctuary within Animal Crossing, there will be a virtual ban on fishing and hunting, a new wildflower meadow, and vegan food options at the island’s restaurant.
Pascal Bruin, world sustainability H&M manager said in a statement that hosting a fashion show at Animal Crossing for the first time to showcase the company’s Co-Exist Story collection was the “next logical step” for its Looop Island concept, which was developed to encourage consumers to reuse, remake and recycle unwanted garments.
Bruin was present for Tuesday’s launch, as was player BrookeAB, who modeled alongside other players. Key styles include a one-size-fits-all padded jacket, neon green furry chain link scarf, orange cutout mini dress, leather-like sleeveless blazer, and slogan sweatshirt.