For the first time, H&M is collaborating with an all-female surf community, to help empower and inspire togetherness amongst women all over the world. Teaming up with Women + Waves, a collective founded in 2017 by Rachel Murphy and based in Cornwall, England, the swimwear collection features designs with a subtle 1990s look and cuts for an active lifestyle.
With consumers in lockdown, there is a new breed of fitness followers who have become hooked on HIIT through to Yoga through the use of digitalization and social media platforms. A regular habit of lockdown that many consumers are likely to continue.
A cohesive approach is being taken across the majority of industries in fighting the Covid-19 pandemic, including the sports and outdoors sector as collaboration remains key, albeit in a different direction than before.
ISPO Munich 2020 confirmed that the message on responsibility and sustainability has been heard, implemented and heralded, as brands and collections throughout the show embraced the cause. At the starting point of the supply chain the S-Word is becoming a permanent fact and not just a feature.