"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," says Saed El-Achkar, regional manager, Russia, Kazakhstan and Belarus, H&M. "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 collection is made of 100 percent sustainable cotton, organic and recycled. The boys' clothing range includes shorts, t-shirts and tank tops, while the girls' clothing features leggings and dresses. Garments are decorated with the
"Environment and sustainability have long been high on the agenda for 'The Fixies,'" says Mark Zavadskiy, chief executive officer, Riki Group and owner, "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 teach them how to take care of garments and dispose of them properly. The images of the Fixies on children's favorite pieces will remind them of these rules."
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