KIM DOMIL'S COMM 101 BLOG

H&M, a very popular Swedish retailer, first released its Conscious Initiative two years ago in 2007. Since then, H&M has been very focused on their sustainable movement. This collection has been using a range of sustainable materials including organic cotton, recycled polyester, recycled polymade and Tencel. The original 30 piece collection has now grown to double its size, with an additional 20-piece exclusive line of super high-end suits.

Catrina Midby, Head of Fashion Sustainability Communication at H&M claims that they always have new developments for the Collection. In the spring of 2014, they will be introducing pieces made from organic silk, leather and an alternative to cotton that is made from ethical produced bamboo. H&M also has started a global clothes collection initiative where customers can drop off unwanted in every store. Midby is also working with former H&M collaborator, Stella McCartney, who is keen on promoting sustainability. McCartney says, “The whole idea is about changing all behaviours for everyone and how we can all participate in this conscious world – working together as an industry and using brand power to help other brands.”

It is nice to see that huge retail leaders like H&M is implementing sustainability in a very effective, innovative and effective way.

Here is a link to their webpage dedicated to Sustainability:
http://about.hm.com/en/About/Sustainability.html

Notes: Week 8 – Sustainability