Sustainability just got a little stinkier. As part of a sweeping plan to be 100 percent sustainable by 2040, H&M has invested in a wide variety of inventive products that are more environmentally conscious, including something people are calling "poop fabric." And, yeah, it's basically what it sounds like. Gross, right?!
Apparently "poop fabric" is a soft and sturdy material that's made of cow manure. Don't worry, it won't ~actually~ smell. Basically it takes cellulose found in cattle dung and converts it into a hardy fabric, and the most eco-friendly thing about it is that the rest of the poop - the part not used to make clothing - helps fuel the entire creation process.
Inventor Jalila Essaidi is actually calling it Mestic, which sounds way less gross, and has already created clothing with it, according to Refinery29. See it in action below.
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