H&M is the world’s second largest fast fashion company. They have thousands of new products to offer every week. However, the majority of their clothes aren’t green.
In an attempt to spruce up its image, the company has launched a sustainable clothing line called the Conscious Collection. The collection aims to use sustainable cotton by 2020. They also offer recycled polyester, Fairmined gold, and ethically sourced stones.
The company aims to reduce its impact on the environment by using renewable energy in part of its supply chain. They have a goal of becoming climate positive by 2040.
Unfortunately, the Conscious Collection has been accused of greenwashing. Unlike other eco-friendly products, the line does not say how much of the textiles are recycled.
Another major problem with the line is that it contains more damaging synthetic materials than other environmentally friendly products. In fact, the line is the biggest offender when it comes to false green claims.
There are many reasons to be skeptical of H&M’s greenwashing campaign. In addition to the misleading representations, there are other more serious environmental issues at play.
H&M’s business model encourages consumers to buy more than they need. This depletes resources. This contributes to pollution, which impacts all living things on Earth.
H&M’s Garment Collecting programme encourages consumers to drop off their unwanted clothing in stores. While this helps to recycle, it doesn’t address the problem of creating new clothes. The resulting clothes often end up in landfills.