SUSTAINABILITY
54 inherent sap on their longevity . Fashion is often a financially exclusionary industry , and upping the cost of such garments to elevate their quality and lifespan will close yet more doors to consumers ’ ability to engage with trends ; H & M ’ s Take Care and garment collection initiatives work to address the issue without limiting consumer choice . In addition , Gedda says the firm is aiming to develop a circular economy for its garments , ultimately eradicating its waste footprint .
In December 2019 , the firm opened its first rental store in Stockholm where members of its customer loyalty scheme can book appointments with stylists , rent three items per week , and return them to the same store when they ’ re done . An affordable rental service caters to those who regularly refresh their look without elevating the volume of waste they
MARCH 2020