Launching online, the range includes jeans made from recycled plastic bottles, plastic-free packaging and organic cottons, all meant to make customers feel guilt free about their purchase. And with affordable prices (most items fall under the $150 mark), it kind of is.
“Our story is a love story really. A love of nature and all things natural. We love how nature makes beauty look so easy and effortless. And, that’s been our inspiration for our fashion and for our commitment to the environment,” Hudson wrote on Instagram alongside the launch announcement. “From the factories and mills we choose to packaging and garment tags, we’ll explore every option, always looking for eco-aware solutions.”
Right now, pieces tick all the boxes for whimsical summer outfits: toile cotton dresses, pretty printed T-shirts and classic jeans. And with plenty of basics amongst the seasonal specials, we’re certain Hudson’s natural picks are going to be around for a long while.
We’re calling it: Kate Hudson is the Gwyneth Paltrow for clothes — and we’re not complaining!