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
A long-term sustainability strategy focused on 3 pillars
“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
Supporting industry innovation
Supporting consumer awareness
“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