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Cashing the conscious rage

February 4, 2014


H&M has outscored all competitors in the organic cotton use, including C&A, Nike and Zara. The fast fashion retailer also made a pledge, all cotton in its range to come from sustainable sources by 2020.

As part of the long term strategy, the Swedish company is trying hard to fulfill the green needs of its customers. Last year almost half of them showed an interest in more environmentally friendly products, the figure doubled from the year before. The fashion trend is clear, sustainability is becoming a marketing tool and everybody is trying to cash in the conscious rage.

As H&M decided for more sustainable choices in fashion, bamboo, recycled polyester and organic cotton are becoming their fabrics of choice. Furthermore, they are phasing out toxic chemicals that pollute water sources and turning to recycling. All year long their stores have been collecting unwanted garments of any brands to be given a new life. Now the first denim collection made entirely with recycled cloth will hit their stores. Closing the loop on textile fibers goes a long way.


From → Hic Salta

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  1. Buying less or shredding more | feminet

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