H&M, Good News team up for footwear with low environmental footprint

24 / 03 / 2021

By Marwa Nassar - -

Good News and H&M joined forces to introduce a unisex trainer collection with a smaller environmental footprint in line with the Sustainable Development Goals (SDGs).

There are seven trainers and one pair of sliders in a vibrant seventies-inspired color palette – each with their own sustainable elements, such as recycled rubber soles and recycled cotton, Vegea™ and Bananatex® uppers. There is also a kids’ collection featuring three of the trainer styles.

The Good News x H&M collection rethinks the design and production of trainers, furthering both companies’ aim of becoming circular in all their processes.

Good News is a footwear brand with a conscience, founded by Nia Jones and Ben Tattersall in London in 2016. In their previous roles in the fashion industry, the two friends had seen first-hand the amounts of waste the footwear industry can produce. Good News was their answer to these problems. The aim being to “bring the world a little bit of good news”; to create change but do it with smiles on their faces.
The duo has never looked back, continuously exploring new, innovative materials for their shoes.

David Söderlund, designer at H&M, said“Working with Good News gave us such good energy and positivity. Their creativity and drive for change inspired our team. We joined forces to become better together. The collection is a bright and colourful contrast to a grey and uncertain world. I love the colours and the innovative materials.”

Nia Jones, co-founder of Good News,said “We are very proud to be collaborating with H&M, pushing one of the giants to look at every component of a shoe. It was important for us to make the collection as sustainable as possible while still looking fun and cool.”

Ben Tattersall, co-founder of Good News, said Hopefully we can inspire action and change for other brands. We all need to work alongside each other to help create a positive change. The world needs unity right now rather than competing against each other.”

The Good News x H&M unisex trainer collection will be available on hm.com and in selected H&M stores as of April 1.