of her team . “ My team and I oversee the full direction of where the group is going , and we have all the group ’ s functions and brands set goals and action plans to make sure that we get where we want to go .” That direction , she adds , has not been altered so much as bolstered by the changing views of the consumer . “ We are , of course , super happy to see that more customers are engaged around sustainability , but it hasn ’ t really changed where we ’ re going . What ’ s important for us is to see how we can make it easier for customers to lead more sustainable lives .”
One such initiative is its Take Care programme which directs customers to ways they can extend the lifespan of their clothes . At the time of writing , the programme has delivered 79 articles covering everything from repairing habitually stuck zippers and removing make-up stains to turning unwanted clothes into unique reappropriations of their former selves . For garments deemed irretrievable by their owners , H & M has stepped up to bridge the gap between desire and infrastructure . “ We also have garment collecting , where you can hand in an unwanted garment and it ’ s given a new life ,” says Gedda . “ That really takes care of one of the big problems , which is that otherwise unwanted garments would end up in landfills .” Naturally , such initiatives require the opt-in of consumers , but H & M throws the door open to people who may otherwise not know any better by providing such services .
Both initiatives tap into solving an issue caused by the relative disposability of fast fashion garments , an
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