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.

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