fashion industry

HM Discusses its Sustainable Circular Fashion Initiative

In a series of two videos presented by model Ava Claire, H&M outlines what circular fashion truly means and how they aim to implement this system in their stores across the globe. According to H&M, for fashion to truly be circular this means to keep clothing in use for as long as possible whether it be restoring fabrics, cutting out waste, Reselling garments, and recycling as much as possible. Claire then begins to outline a key factor in the circularity of fashion being mono materials vs. blended materials. Mono materials being fabric consisting of one type of fiber, and blended materials consisting of two or more blends of fibers. She then goes on to describe how brands can help– by identifying their fibers and fabrics used for production and working with their manufacturers to produce more easily recyclable garments by changing their fibers/fabrics.

She then states that H&M has 3 initiatives to keep resources in use for as long as possible via circular customer journeys, circular products, and circular supply chains. These 3 initiatives are:

Taken from The H&M Group Image Galleries for commercial and editorial use.

1. Garment Collection

H&M will now be allowing all individuals to leave their garments in an H&M collection box worldwide in order to be recycled and kept in use.The H&M Let’s Take Care Project- Gives tips and tricks for those who’d like to keep their styles in use themselves, offering things such as repair guides and tips.

2. Fashion Rentals

H&M will now allow its customers to rent garments from its previous collections, focusing on using more rather than producing more. They will also be offering repair services where the consumer can get their own garments restored or enhanced.

3. Loop

the world’s first in store recycling system, appearing first at H&M in Stockholm. Shredding old garments then knitting them into new ones with the use of no extra water or dyes.

The fashion industry is the second biggest pollutant in the world after the oil industry. In the past clothing has never been something we’ve thought twice about when it comes to affecting the planet and how we exist on it. However, the truth is, our over consumption and production of fashion is aiding in climate change, resource depletion, and worsening other existing issues we have. The H&M group has recognized that and vowed to have a positive impact on the planet by 2040.