Sustainability At H & M

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2.3 In Practice: Sustainability at H&M
H&M, the abbreviation for Hennes & Mauritz, is a Swedish retail-clothing company and is ranked the second largest global clothing retailer after the Spanish company Inditex. In the past years, the company has been renowned for their sustainability actions in the fashion segment (Henninger et al., 2017).
Since 2009, H&M’s actions for a more sustainable future in textile retail are growing vastly. H&M’s goal strongly coincides with the previously mentioned triple bottom line approach: according to Amatulli, de Angelis, Costabile and Guido, “the goal of H&M is to ensure that all operations are sustainable and meet the need of current and future generations along all three sustainability dimensions – the economic, environmental and social” (Amatulli et al., 2017, p.157).
Probably H&M’s best-known sustainability action is their “Conscious Collection”, a collection entirely made from sustainable materials. Another acknowledged action is their in-store recycling or garment collecting. Customers can donate their used clothes for them to be recycled and made into reusable materials. (The H&M Group, n.d.a)
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Starting this year, however, the company has developed a new strategy to better address the concerns of modern times. As stated on the H&M website, the new strategy “is built on our vision to use our size and scale to lead the change towards circular and renewable fashion while being a fair and equal company” (The H&M Group, n.d.b, para. 5). Their new vision gives a clear focus and is based on three “100%” ambitions: 100% leading the change by driving transparency, ensuing 100% circular and renewable energy and materials and being 100% fair and equal (The H&M Group,
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