Promoting responsible consumption

We’re creating new ways to do business for the benefit of our planet, our customers and our industry — reinventing how we do things to become a fully circular business.

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Revolutionising resale

Our investments in innovative start-ups are making it easier to access circular fashion. For example, H&M Group is now a majority owner in Sellpy, a digital platform revolutionising the world of resale. So far, & Other Stories and Afound are collaborating with Sellpy, offering selected pre-owned items as an alternative to buying new.

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The beauty of rental

We’re excited about an emerging new direction for fashion: rental. In China, COS has teamed up with market-leading platform Ycloset, offering subscriptions to rent clothes rather than buying new. And in the H&M flagship store in Stockholm, Sweden, pieces from the treasured Conscious Exclusive collections are available to rent.

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The rise of refurbishment

We imagine a circular future where the concept of waste is eliminated. For example, COS is working with the Renewal Workshop to restore damaged items from customer returns and previous seasons. The Restore collection is sold in selected COS stores in Berlin, Stockholm and Utrecht. It’s part of the way COS offers timeless high-quality items while switching to a more circular fashion system.

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How AI boosts sustainability

AI is a powerful tool in the transition to sustainable fashion, helping us predict trends and better align supply with demand. By offering our customers what they want, we reduce waste and over-production, as well as ensuring garments stay in use longer.

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Celebrating our future heroes

The non-profit H&M Foundation’s annual Global Change Award is now in its fifth year of finding and supporting ground-breaking innovations that will help the transformation towards a more sustainable fashion industry. So far, over 20,000 entries from more than 200 countries and territories have been submitted with an equal split between female and male applicants — unusual for innovation competitions. Thanks to the innovators, one can now look forward to, to name a few, vegetal leather made from wine-making leftovers and nylon made of water, plant waste and solar energy, as well as better recycling technologies.

The Expert Panel help select the five winners that have the potential to scale their innovations to reach maximum impact in the fashion industry. The panel all work pro bono and is chosen for their extensive knowledge within fashion, sustainability, circularity and innovation.

The winners share a 1 million Euro grant, and — perhaps more important than the financial contribution — get access to a year-long Innovation Accelerator program with tailor-made support to make their innovations flourish.

The Global Change Award is an innovation challenge run by H&M Foundation. The applicant can be anybody who cares about the planet and the future.

Collaborating to accelerate change

The challenges the industry face today are too big to tackle on our own — it requires collaboration, with factories, governments, regulators and other parts of the industry.

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Working together for the planet

Take climate change. In December 2018, we were one of the first to join an industry-wide UN-sponsored partnership of over 100 brands and organisations — the Fashion Industry Charter on Climate Action — to engage with governments and others to limit the fashion industry’s impact on the climate.

“We are convinced that collaboration with other brands is key in our quest to transition our industry towards a fossil fuel free fashion future.”

Kim Hellström,
Climate & Water Strategy Lead,
H&M Group

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Partnering with the Ellen MacArthur Foundation

We’ve been working with the Ellen MacArthur Foundation since 2015 and are a key partner in its  In our recent initiative, the Jeans Redesign Project, we challenged ourselves to rethink how denim clothing is made. We contributed to guidelines on how to produce jeans in a way that is better for the planet, while ensuring they last longer and are easy to recycle.

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Joining forces to protect migrants

We’ve signed a formal agreement with the inter-governmental International Organization for Migration to use our joint expertise and global presence to enhance the protection of migrants.

“Our partnership is essential for our efforts to ensure fair conditions for migrant workers in our supply chain. By joining forces, we can more efficiently address the systemic challenges migrant workers face.”

Anna Gedda,
Head of Sustainability,
H&M Group.

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Transparency equals change

We want our customers to know that everything they buy from our brands is designed, manufactured, and handled with responsibility for people and the environment. As part of this, supply chain transparency is hugely important and in 2013, we were one the first fashion retailers to make our supplier list public.

Fashion has a history of being firmly opaque, but we are working to take the lead and inspire to change things around. The journey towards transparency is complex and takes time, but we’ll keep on taking steps in the right direction.

Leading the Change

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Circular & Climate Positive

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Fair & Equal

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