Swedish retail giant H&M started the summer right with a two day sale in a temporary container store that popped up right on the beach! Situated at the Hague’s popular Scheveningen seaside resort, the sale donated partial proceeds to WaterAid, an international NGO that provides access to safe water, hygiene and sanitation in the world’s poorest communities. Featuring their “Beachwear in Shades of Blue” line, the event marked the ninth annual collaboration between H&M and WaterAid. But best of all? H&M sold their true blue wares in a temporary container.

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Each year H&M donates 10% of the proceeds stemming from sales of a particular bikini to WaterAid. This year marked three particular departures from the usual agreement. Not only did H&M expand their charitable contribution to include an entire collection of beachwear, but this year they held a dedicated event in this very cool pop-up shop to drum up further sales. And then they donated a whopping 25% of the funds raised to WaterAid.

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Via Springwise