H&M is pledging to use entirely sustainable materials

Mia Steiber 5 April 2017

H&M sustainable - 738

The Swedish fast-fashion retailer is looking go entirely green by the year 2030.

Swedish fashion brand H&M is known for being a leader and innovator in the fashion space.

In 2011 the brand launched the Conscious Collection, a clothing line that's made of only sustainable materials such as recycled polyester and certified organic cotton and linen. Then, two years later in 2013, H&M launched a program that allowed people to drop off used clothing for recycling at H&M stores.

Now H&M is taking the next step. The Swedish fast-fashion retailer's 2016 Sustainability Report laid out some very ambitious goals that will see the company become entirely green. It's pledged to only use recycled and sustainable materials in all of its apparel by the year 2030 and also aims to reduce its greenhouse emissions and becoming climate positive by 2040.

In addition, the chain has promised to move towards using entirely renewable electricity, and it's not far off that goal. H&M has made huge strides already with 96% of its global electricity coming from renewable sources in 2016.

Anna Gedda head of sustainability at H&M spoke to WWD: "We’re not doing this to beat our competitors. For us, this is really about safeguarding that we’re going to be in the industry not just in the next 3 years, but in the next 30 years."

According to the brand, green materials made up 26% of its production last year, a proportion that would be more significant if the current supply of sustainable materials was enough to meet the demand.

“We need to expand and scale up the more sustainable cotton cultivation that takes place today, including organic but also better cotton, and then we need to invest in a lot more innovation,” Gedda said.

“We know that around 2060, we’re going to be 10 billion people [on Earth] and all those people will need clothes somehow. At the same time, we have finite resources. What we would like to do is to separate those two ideas so that we can provide clothes that are good looking, sustainable and affordable to many people."

You can read the full interview with Gedda over at WWD.com.

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