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  • Can fast fashion and sustainability co-exist?
  • Can fast fashion and sustainability co-exist?
    H&M (2015) ©
CASE STUDY

H&M: fast fashion meets ethical accolades

In 2015, Swedish fast fashion giant H&M was named one of the world’s most ethical companies thanks to its extensive sustainability efforts. But in an industry built on cheap thrills, can the rush of buying new stuff ever sit comfortably with the ethical responsibility to slow down consumption?

Location Global

Scope
With annual sales of $22.3 billion, Swedish retail giant H&M could easily rest on its enormously profitable laurels. [1] But the company has made efforts to bring its fast fashion offering into a greener, cleaner future, running initiatives like Close The Loop, the Global Challenge Award and its long-running Conscious Collection. It’s also pushing for more organic materials in its supply chain, aiming to sustainably source 100% of its cotton by 2020. [2]

Yet despite its good intentions and hard work, H&M still labours under the public belief that, at best, it’s well-meaning greenwashing ...

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