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H&M on the Beach

H&M opens a temporary pop-up shop on the beach.

H&M has been collaborating with WaterAid since 2002, including an initiative every summer where the retailer sells a limited-edition beachwear collection dedicated to the effort, with 10 percent of proceeds donated toward providing safe water and sanitation to developing countries. This year, however, H&M took its support a step further by opening a pop-up beach store for two days in The Hague’s popular Scheveningen seaside resort. A variety of essentials for men, women and kids from H&M’s “Beachwear in Shades of Blue” line were available at the shipping container-style shop on the beach, and a full 25 percent of the sales proceeds went directly to WaterAid.

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