Last April 11th H&M launched its 9th Capsule Collection Conscious Exclusive, available online and in selected stores all over the world.
The year 2019 - we’ve already said it many times - is all about sustainability, but H&M’s “green” journey has started many years ago already. The new Capsule Collection is only the last step of it, made of small but important achievements which only now, with this renew interest into sustainability, have been recognized and appreciated.
The Journey.
In 2007 H&M, first brand of a bigger holding, which now comprehend other well known brands as COS, Monki and &OtherStories (just to say a few), presented a non-profit association, the Conscious Foundation, with the main goal of make a revolution into (fast) fashion world: to make clothes in a more sustainable way, with a lower environmental impact and with recycled and recyclable materials. The association is responsible of various issues in various parts of the world, such as the availability of drinking water and the promotion of education and training in countries still dominated by poverty. In 2015 the Conscious Foundation launched a pilot, the Global Change Award, which challenges all brands to produce their clothes in a more eco-friendly way and to share their experiences with the community. The purpose of the project is to fuel the production system with new ideas and suggestions, to learn from each others and collaborate for a future with a low environmental impact.
Not only work on the production - which is the main problem to face in order to eventually change one of the most polluting field ever - but also work with consumers, leading them toward conscious purchasing. H&M has always been concerned by consumers awareness, through commercials, slogans and initiatives. It has been the first brand, for instance, to collect used clothes and accessories in stores in exchange for 10% discount on the next purchase. This policy is now extended to all the other brands of the holding and it makes possible to give new life to fabrics which otherwise would form a new layer of garbage on our planet.
H&M has patented three new innovative 100% natural materials this year too. PINALEX is a synthetic leather coming from pineapple’s leaves, while BLOOM is a very peculiar fiber, foamy and derived from seaweed. Orange Fiber, it’s very easy to deduce, is made out of oranges and other citrus fruits’ skin. It has been particularly appreciated at the Design Week in Milan, when the Collection has been presented to the public.
Written by Giulia Greco
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