H&M has long been a name in the sustainable fashion game. In fact, the Swedish retailer is aiming to use only recycled materials and renewable resources like cotton, water, and energy to become 100 percent circular by 2030. The clothing giant also aims to become climate positive by 2040. And they’re deploying some pretty interesting methods to get there.

Part of their plan includes hosting The Global Change Awards for the second time. The privately funded, non-profit initiative selects five innovative fashion teams and awards them generous grants that let them bring their sustainable vision to life.

Big ideas that won the prize this year included a faux leather made out of grape skins as a byproduct of winemaking. Other winners included textiles manufactured using only water, plant waste, and solar power. Additionally, there’s a content thread that you can scan like a bar code and denim that is dyed using old denim (talk about cyclical!). But the real standout was the final prize winner — manure couture.

NEW YORK, NY - MARCH 16: An overall general view at the launch of the H&M Loves Coachella Collection in Times Square with The Atomics on March 16, 2017 in New York City. (Photo by Bryan Bedder/Getty Images for H&M)

Clothing made from poop? Yep. This innovation was the winner of a €150,000 grant and uses the fibrous cellulose in cow dung to create a durable, yet comfortable, fabric. The process of creating the unforgettable fabric uses the phosphates and water in manure as fuel. The trademarked name of the fabric is Mestic, but don’t worry, it’s totally hygienic!

It might take some time to get used to poop fabric, but hey, you have till 2030 to wrap your head around the idea!

Are you cringing yet? Tweet us your thoughts @BritandCo!

(h/t Teen Vogue; photo via Bryan Bedder/Getty)

Channing Hargrove
Channing Hargrove is a freelance fashion editor and writer in New York City. When she isn’t writing about clothing (or shopping, for research, of course), Channing is writing about life in a tiny studio apartment in a big city — and what she’s wearing — on her blog, Channing in the City.