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Crown Princess Victoria and Prince Daniel team up with H&M for GEN-PEP

Crown Princess Victoria and Prince Daniel of Sweden have teamed up with Swedish clothing-retail company, H&M, for a new collection in cooperation with the organisation, GEN-PEP.

GEN-PEP is an initiative by the Crown Princess Couple to get children moving to better their health. According to the Swedish Royal Court, GEN-PEP is a “non-profit organisation with the vision that all children and young people in Sweden should have the ability and desire to live an active and healthy life.”

Prince Daniel took part in the launch of the programme on 4 July of this year. Earlier this month, he got unexpected help from British physicist and mathematician Stephen Hawking for the initiative.

H&M press contact, Joanna Morell, told Swedish newspaper, Expressen, “We were contacted by them during the spring and think it feels obvious and inspiring to be part of the initiative.

“The goal has been to create functional and cool products that are affordable, appeals to children and to encourage a more active lifestyle.”

H&M created the collection in-house, and it has been designed with “laser-cut star graphics with silver and reflective details on all garments,” Ms Morell explained. She stressed that it was very important that the pieces be affordable, as well.

The new clothing line’s slogan is “functional and cool sportswear for children – for a good price.” Expressen reports that there is a “modern sports collection for children and young people.” The collection will consist of clothing, accessories, and shoes.

This new collection will be launched in January 2017 in stores and online. The items are expected to retail for around SEK 39.90 to SEK 149, which is roughly £3.48 to £13.00. Further, there will be a buy 3 but pay for 2 offer for the entire collection. Ms Morell said that they want the GEN-PEP affiliated collection to be accessible to as many people as possible. However, it is not known if the items will be available for sale outside of Sweden.

The Crown Princess Couple and H&M are hopeful that the new clothing line will inspire children to get up and move.

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