H&M has announced a collaboration with the popular Russian animated series, The Fixies by the Riki Group. The sustainable collection featuring the beloved characters will be available in selected H&M stores in Russia, Belarus and Kazakhstan, as well as on hm.com from 27 April.
Commenting on this partnership, H&M regional manager in Russia, Kazakhstan and Belarus Saed El-Achkar said in an official statement, “It’s inspiring to see that in our fast-changing world it is the younger generation that pays a lot of attention and interest to the issues of sustainable development. We believe it is crucial to maintain such interest and promote environmental principles among children, because our future is in their hands. Our joint collection with “The Fixies” and a special edutaining episode of the series is a great initiative towards sustainability.”
The apparel collection made of 100 per cent sustainable cotton – organic and recycled, is full of bright colours that are just right for the summer season. The boys’ clothing range includes shorts, t-shirts and tank tops, while the girls’ clothing also features leggings and dresses. Garments of comfortable and simple style are decorated with the images of the main Fixies: Simka, Nolik, Toola, Digit, Verda and Fire.
Clothes from The Fixies x H&M collection be an easy and fresh fit into casual wardrobe, and some pieces (for example, a pastel pink t-shirt with a glittery print) are suitable for a party occasion. All garments perfectly match with each other and go well with H&M basic items.
“Environment and sustainability have long been high on the agenda for The Fixies. We hope that the market will appreciate our unconventional collaboration with H&M, the fashion giants. This cooperation will allow us to convey relevant ideas to children, not only from the screen, but literally through touch. Our special episode will introduce kids to the clothes production process and will teach them how to take care of garments and dispose of them properly. The images of the Fixies on children’s favourite pieces will remind them of these rules,” added Riki Group (The Fixies brand owner) CEO Mark Zavadskiy.
Customers can find out more about sustainable fashion by watching a special episode of The Fixies, produced by Riki Group in association with H&M. It will premiere on The Fixies YouTube channel and on SVOD platform Kinopoisk HD on 23 April.