The New H&M Campaign

2024 Author: Steven Freeman | [email protected]. Last modified: 2023-12-17 08:15

Did you know that fashion is the second most polluting industry in the world after oil? The main causes of this terrible statistic are "fast fashion" chains like H&M, but now the Swedish giant has announced a new initiative with which it intends to do a grain of sand to compensate for the damage.

As reported by the specialized fashion portal WWD, H&M announced on Tuesday its collaboration with the NGO Keep America Beautiful, through which they encourage their customers to donate the clothes they no longer want and that it is in good condition to any H&M store in the whole country. The clothes do not have to be from their brand and all customers who donate will be compensated with a 15 percent discount for their next purchase between November 9 and 15.

This is not the first time that the company has published its efforts to transmit a more sustainable image, since they launched their recycling campaign in 2013 and since then have accumulated more than 40,000 tons of clothing. They have also announced their commitment to exclusively use organic cotton in all their lines by 2020, but from there to become a sustainable brand they have a lot to do.

In fact, a team of journalists from Danish television recently published a documentary in which they accuse H&M of burning 12 tons of clothes a year, with the contamination that this entails. The firm has acknowledged in a statement that the clothes they burn are defective garments that have not passed the necessary chemical safety controls and that were high in lead or mold.

If you are concerned about the environment, do not miss this opportunity to recycle the clothes you no longer wear, but remember that the most important thing is to consume responsibly and whenever possible, choose brands that produce sustainable fashion.