H&M Are Now Making Clothes Out Of Poo
In an effort to become 100% sustainable by 2040, H&M are harnessing the hidden power of poo to create clothes that are more environmentally conscious than the usual cotton/polyester based products.
Before you start shrieking about the potential smell, being clothed in animal shit apparently won't have you clearing a path through a crowd with your pungent aroma. Or so we're told.
Infact, the "poop fabric" is actually a sturdy material created out of cow dung that is not only eco-friendly, but also completely odourless.
According to Refinery29, the inventor of the product has branded it Mestic, which, in all honesty, sounds a lot snazzier and more marketable than "poo-fabric."
In light of the fact H&M have big plans to become fully sustainable, they've decided to invest in the product, with some clothes already having been made out of the material.
Take a look at the product in action below.
Crikey. Who could ever have guessed that being cloaked in a vat of manure would not only be bang on trend, but also go some way towards saving the world? Not us.
Want more from MTV News? Check out the update below...