H&M is launching a sustainable all-women's surf collection in collaboration with Women + Waves

H&M is launching yet another new collaboration, but that one is something just a little different.

Fans of the store will already be au fait with its tie ups with big name designers such as Lanvin, Giambattista Valli, Erdem and even Jimmy Choo. Its latest line, however, sees a collaboration with the British surf collective Women + Waves.

Women + Waves is a little, all-women surf collective, located in Cornwall, UK, founded Rachel Murphy in 2017. Targeted at creating a supportive environment for women to feel safe in, it's ethical approach caught the eye of fashion giant H&M.

“When we found Women + Waves for the very first time, we were blown away by the energy and authenticity of this all-female surf collective. It’s unique, positive and inspiring, so we’re absolutely thrilled to be collaborating with them", explains Maria Ostblom, head of design, womenswear at H&M.

Of course for H&M, fashion is second nature, but also for the surf collective, this collaboration actually marks its first ever foray in to the field.

“With this H&M collaboration, we really wanted each piece not only to be practical but also reflect the strength and empowerment of women surfing together. Our community started from everyday once-a-week gatherings and today it has grown into a real collective who constantly support each other. I am hoping the H&M collaboration will inspire women to surf, plus raise awareness of keeping the oceans clean,” explains Rachel Murphy, founder of Women + Waves.

Created in close harmony with the H&M in-house design team, the ultimate pieces are in regards to a surfing lifestyle, with comfort and practicality at the fore.

The number includes long sleeve rash guards, swimsuits, a wet suit created from high-quality natural rubber, and bikini separates sold in two different cuts for choice.

In addition, it has apres-surf wear, such as T-Shirts and hoodies, and accessories including roll top water proof bags, water bottles and a good cap, all emblazoned with the ladies + Waves logo, created by surfer and illustrator Clara Jonas.

Best of all, the complete collection is made using at least 50 % sustainably sourced materials such as for example recycled polyamide, recycled polyester and organic and natural cotton, in a muted palette of soft green, yellow and black, with contrasting zip fasteners.