H&M has unveiled a new summer resort-wear collection inspired by Hawaiian style. The festive collection H&M for Water includes items for the whole family: dresses, shirts, swimsuits, board shorts, and accessories—all made of sustainable materials such as organic cotton, Tencel, linen, and silk. The products feature floral- and palm-filled prints.

Photo: H&M for Water collection items, from www.hm.com

H&M will give 25 percent of proceeds to WaterAid, an international nonprofit that provides clean water and sanitation to the world’s poorest communities. These 25 percent will support WaterAid’s sanitation projects in Bangladesh, India, andPakistan where the retailer’s clothing is partially produced. The H&M for Water collection is now available at 200 stores worldwide as well as online.

It’s not the first time the famous clothes retailer collaborates with WaterAid. H&M has been creating a bikini for WaterAid every summer for the past 10 years. In 2011, the bikini was sold in a pop-up beach store. This year H&M creates an entire collection to expand the number of people it helped in previous years when similar actions made an access to clean water possible for more than 150,000 people, according to H&M statistics.

“H&M has a social and environmental responsibility in the countries where we operate and water is one of our focus area.” says Helena Helmersson, H&M’s Head of Corporate Social Responsibility. “WaterAid is operating in some countries where H&M suppliers are located and we feel that it is very important for us to contribute to better livelihoods for people in these regions. We are very proud of being part of making a difference and of our cooperation with WaterAid.” 

Another big retailer, Walmart, prepares to launch a new online initiative, Goodies, which is a subscription mail-order-sampling program, says Ad Age.  Goodies that will roll out within a month will mainly offer artisan and other food products and maybe will expand to other product categories.