The brand introduced a crochet set made from Kelsun, which is a fibre derived from seaweed and developed by Keel Labs, for summer 2025.

& Other Stories Sustainability Head Cecilia McNeil said: “We continuously seek new technologies and materials to evolve our designs. For us, fashion and innovation are intertwined.”

Keel Labs co-founder and CEO Aleks Gosiewski said Kelsun draws inspiration from the ocean.

This new material combines the qualities of seaweed-based biopolymers to create a textile that rivals natural fibres in softness and durability, said Keel Labs. It can be used across nonwovens and traditional textiles industries.

Gosiewski said: “Kelsun is a unique fibre, completely free from plastics. Its versatility allows seamless blending with other natural materials, enhancing both softness and durability.”

Frida Billegren, a designer at & Other Stories, looked to marine life for creative influence, capturing the essence of sea anemones' fluidity in her designs. The open-knit structure features large floral motifs.

The crochet pieces are crafted from a blend of 70% cotton and 30% Kelsun.

Emphasising sustainability, the set retains the natural hue of the fibre without any dyeing processes.

The blend of seaweed fibre with organic cotton aims to offer both comfort and resilience in these garments, notes & Other Stories.

Last year, & Other Stories launched a Fashion & Innovation collection that uses advanced materials derived from repurposed waste. The range includes bio-based substances serving as substitutes for traditional leather and incorporates both recycled and organic mulberry silk in its designs.

In June, H&M, Circulose reached a long-term partnership with an aim to enhance the adoption of circular materials within the fashion sector.