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Liam Payne and Hugo want to take you on a sustainable adventure
Nov 24, 2020
Now entering its third season, the partnership between Liam Payne and Hugo has taken a sustainable turn
The issue of sustainability has never been more prevalent than it has in 2020. With environmental activists Greta Thunberg and David Attenborough pushing more for each and every one of us to become more eco-aware, some of the biggest brands on the planet have also committed to making their collections more planet-friendly.
Gucci introduced its Off The Grid line, which uses recycled, organic, bio-based and sustainably sourced materials to create quality products; Prada has put its efforts into its Re-Nylon range, as well as making a commitment to use only recycled nylon by the end of 2021; Lacoste recently teamed up with National Geographic to create a capsule collection certified sustainable and recycled garb.
Now, with Liam Payne’s help, Hugo is going sustainable. Entering its third season, the pair’s partnership takes the form of unisex pieces which take inspiration from the planet they’re designed to protect – think T-shirts and overshirts in earthy shades of off-white, beige, khaki and clay. The products in the collection feature aerial shots of the planet as all-over prints, while a new chevron motif has been introduced, which takes inspiration from Payne’s own tattoo.
The nine-piece collection has also been designed in support of the Cotton Made In Africa (CMIA) initiative, which has been a partner of Hugo Boss since 2019 and works to improve the living conditions of African cotton farmers and their families, sharing environmentally friendly methods of cotton cultivation. The products have been crafted from ethically sourced cotton, which has less damage to the planet, and with each sale a portion of the profits will go to the CMIA project.
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