From fashionistas to eco-vistas – changing an industry

You might think fashion will be among the last industries to embrace environmental awareness and sustainable business. Global clothing retailer H&M is on a mission to change that.

Will it take a miracle to change the mindsets and habits of the growing ranks of fashionistas who obsessively follow clothing trends? Miracles are few in life, but marvelous ideas that combine environmental awareness and sustainable business are becoming a real force for change.

In the fashion industry, look to global mega brand H&M. Considering its beginnings in Sweden, there are good reasons why the company should drive the fashion industry towards sustainability.  On the one hand, Sweden is ranked among the most sustainable countries in the world.  On the other, the citizens of this wealthy social-democratic land throw away 8 kilos of clothes each per year (around 40 T-shirts). 

Anna Gedda, Head of Sustainability at H&M group, visited Oslo recently. In a roundtable session, she gave Sustainability Hub the lowdown on how H&M is changing the clothing industry. ​​

“We need to not only make fashion sustainable, but to make sustainability fashionable.”  Anna Gedda, Head of Sustainability at H&M group 

Anna Gedda in Oslo at the launch of H&M's Conscious Exclusive 2018 collection Photo: H&M

​A long-term sustainability strategy focused on 3 pillars

1. Circularity and renewable energy
2. Fair treatment & workers rights throughout the value chain
3. Supporting consumers to make informed and sustainable choices​ ​

Dress from H&M Conscious Exclusive 2018 collection. It's made of a new sustainable material called ECONYL, a 100% regenerated nylon fibre from fishnets and other nylon waste. Photo: H&M

This is the first year the H&M Conscious Exclusive collection included jewelry. These earrings are made of recycled silver. Photo: H&M

“Mindset change is more important than checklists and routines – culture eats strategy for breakfast.”  Anna Gedda, Head of Sustainability at H&M group

A set of ambitious goals

• Climate positive by 2040 (cut emissions by 21% in 2017)
• 100% renewable energy by 2030 (96% achieved)
• 100% sustainable/recycled fibres by 2030 (35% achieved)
• Source 50% materials from suppliers with proper wage management system by 2018 (40% achieved)
  
• Source 50% materials from factories with democratically-elected worker representation by 2018 (52% achieved)    

Supporting industry innovation

• Global Change Awards An innovation challenge initiated by H&M Foundation, seeking innovative, eco-friendly ideas for the future of the fashion industry.

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Supporting consumer awareness

• Conscious Exclusive Collection Eco-friendly, affordable, high fashion clothing collection.
• Tekstilaksjonen Clothing recovery & recycling event for Norwegian consumers.

“The emerging technology is fantastic, but it is only a means to an end. That end should be sustainable and circular business.”  Anna Gedda, Head of Sustainability at H&M group

H&M Sustainability Report 2017

Author
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Kevin Reeder a versatile professional communicator – marketing/PR strategist, editorial consultant, corporate storyteller, journalist, copywriter and mindfulness coach – with 25 years experience of corporate communications, twelve of them at communications/PR agencies. He is committed to playing a role in mitigating climate change, not least by supporting sustainable and ethical business.