H&M’s partnership with Coloreel to bring customised embroidered apparel to their Berlin store marks a significant step towards more sustainable manufacturing and enhancing the shopping experience for customers.
This innovative embroidery technology from Coloreel slashes wastewater production by 97% and incorporates recycled thread, making it a game-changer in the fashion industry’s quest for sustainability.
In a move to revolutionize the world of customised embroidery, H&M has partnered with Coloreel to offer customers the ability to personalize their clothing with a wide array of expressive designs. This exciting initiative is being launched as an in-store pilot program at the H&M Alexa store in Berlin, developed by H&Mbeyond, the company’s innovation lab.
Customers visiting the store will have the opportunity to choose from a constantly evolving library of designs that are updated on a weekly basis. Coloreel’s cutting-edge technology allows for a spectrum of colors to be embroidered onto garments at the push of a button, providing endless creative possibilities for customers.
One of the most significant advantages of this embroidery revolution is its positive environmental impact. The technology used by Coloreel drastically reduces wastewater production by an astounding 97%. Additionally, the process incorporates recycled thread, representing a substantial leap towards more sustainable manufacturing practices in the fashion industry.
Oliver Lange, Head of H&Mbeyond, emphasized the company’s commitment to enhancing the shopping experience through innovative solutions. By embracing this cutting-edge technology, H&M can provide customers with a one-of-a-kind and immersive in-store visit, allowing them to express their individuality through personalized fashion.
The collaboration between H&M and Coloreel aims to explore ways to create exciting in-person shopping experiences and assess the impact of disruptive technology like Coloreel’s on in-store purchases. Mattias Nordin, SVP Product Management at Coloreel, expressed his pride in the partnership, stating that together, they are pushing the boundaries of traditional embroidery and empowering customers to express their individuality.
This service is currently available at the H&M Alexa store in Berlin throughout Q4 2023. While the service presently covers products within the store, there are potential plans to offer embroidery for customers’ own garments in the future. Such an approach would not only extend the lifespan of clothing but also contribute to a positive environmental impact by reducing waste and encouraging sustainable consumption.
In conclusion, H&M’s partnership with Coloreel to bring customised embroidered apparel to their Berlin store is a significant step towards more sustainable manufacturing and enhancing the shopping experience for customers. The innovative technology used by Coloreel not only provides endless creative possibilities but also reduces wastewater production by 97% and incorporates recycled thread. This collaboration between H&M and Coloreel represents a new era of personalized fashion, where customers can express their individuality while making more environmentally conscious choices.
