H&M, the global fashion retail giant, is spearheading a transformative trend in custom embroidery by collaborating with Coloreel. This groundbreaking partnership empowers customers at the H&M Alexa store in Berlin to infuse their clothing with a vast array of unique and expressive designs.
The venture is the inaugural step in an innovative in-store pilot developed by H&Mbeyond, offering a constantly updated library of diverse designs.
Coloreel, a trailblazer in embroidery technology, ushers in an era of unparalleled creativity with its ability to provide an infinite spectrum of colors at the push of a button.
Moreover, it champions sustainability by reducing wastewater by a staggering 97% and incorporating recycled thread into its process.
Oliver Lange, Head of H&Mbeyond, emphasizes that this venture exemplifies H&M's dedication to enhancing the shopping experience through innovation, while Mattias Nordin, SVP Product Management at Coloreel, hails the collaboration as a redefinition of traditional embroidery.
This in-store service is available at the H&M Alexa store in Berlin during Q4 2023, and plans to extend it to customer's own garments are on the horizon, promising a positive environmental impact through garment longevity.
