SUSTAINABILITY
50
“ Inspired in recent years by the likes of David Attenborough and Greta Thunberg , conscious consumers hold more power than ever ”
sustainable fashion becoming mainstream . Sweden itself is regarded as an international sustainability champion ( naturally , it doesn ’ t feature in LabFresh ’ s top 15 ), and H & M ’ s green approach to its operations reflects this laudable cultural quality . While its sustainability-focused endeavours date back 20 years , the times have come to highlight its successes and bold approach like never before .
The importance of sustainability to H & M ’ s operations is evident from even the most cursory glance at its website with , alongside the traditional commercial elements of online fashion retailing , a dedicated heading that explains its ethos , values and commitments to the cause . Looking fractionally closer reveals an even deeper story : a platform that strives to provide consumers with as much visibility as possible for the clothes they ’ re considering . Greenwashing - the act of making operations seem sustainable , or to make it appear as though a concerted effort is being made to make them so - may have become more widespread but , for H & M , there is a demonstrably clear
MARCH 2020