H&M’s fashion label & Other Stories has formed an exciting alliance with Keel Labs, a pioneer in materials science, to further its mission of incorporating cutting-edge materials into its offerings. This partnership has debuted a crochet ensemble crafted from Kelsun, a groundbreaking fiber derived from seaweed and developed by Keel Labs, set to launch for the summer 2025 season.
Cecilia McNeil, Sustainability Head at & Other Stories, shared her enthusiasm, stating, “We are always on the lookout for innovative technologies and materials to enhance our designs. Fashion and innovation go hand in hand for us.”
According to Keel Labs co-founder and CEO Aleks Gosiewski, Kelsun is inspired by the ocean’s abundant resources. This pioneering material utilizes seaweed-based biopolymers to produce textiles that match the softness and durability of traditional natural fibers, making it suitable for various applications in both nonwovens and traditional textile industries.
Gosiewski further emphasized the uniqueness of Kelsun, noting, “This fiber is entirely plastic-free, and its adaptability allows for seamless integration with other natural materials, boosting both softness and strength.”
Frida Billegren, a designer at & Other Stories, drew creative inspiration from marine life, embodying the fluidity of sea anemones in her designs. The crochet set features an open-knit construction adorned with large floral patterns.
The crochet collection is made from a thoughtful blend of 70% cotton and 30% Kelsun, prioritizing sustainability by preserving the natural color of the fiber without any dyeing processes.
This innovative fusion of seaweed fiber and organic cotton aims to deliver comfort and durability in the garments, according to & Other Stories.
Previously, the brand launched a Fashion & Innovation collection that showcased advanced materials sourced from repurposed waste. This range featured bio-based alternatives to traditional leather and incorporated both recycled and organic mulberry silk into its designs, underscoring & Other Stories’ commitment to sustainable fashion.
