- Marjorie van Elven
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Selfridges & Co. has signed a deal with RTW Retailwinds, Inc. to be the
only European authorized retailer of Happy x Nature, the ready-to-wear
brand headed by American actress Kate Hudson. This marks not only Happy x
Nature’s first expansion overseas but also RTW’s first venture into the
wholesale business.
“I’m so excited that Happy x Nature is now in Selfridges. We work really
hard on bringing the best fabrics and styles to our customers and now we’re
in one of the best shops in the world”, said Kate Hudson during a visit to
the brand’s shop-in-shop this Thursday, as quoted by a statement.
Selfridges’ Executive Buying Director, Sebastian Manes, added in the
same statement that the department store’s decision to carry Happy x Nature
was inspired by the brand’s commitment to sustainability. 50 percent of its fall collection was made from recycled materials, and all packaging is biodegradable.
“Happy x Nature’s sustainability commitments made the brand stand out
for us, as we look to collaborate with creative partners who share our
ideals for a sustainable future and as part of our ambition that at least
50 percent of the products we sell are better for the people and the planet
by 2022,” explained Maines. Seldridges’ sustainability targets also include
reducing total waste by 70 percent and reducing carbon emissions by 15
percent by 2020. Additionally, the department store is the first in the UK to
achieve The Carbon Trust Triple Standard.
Launched in April, Happy x Nature is Kate Hudson’s second endeavor in
fashion. The actress is also behind Fabletics, an athleisure label with
over 30 stores across the United States and a loyalty program counting over
1.5 million members.
Picture: courtesy of RTW Retailwinds
