H&M launches ethical fashion brand

H&M has launched an ethical fashion brand called the “Conscious Collection” as part of its drive to becoming a more sustainable and ethical fashion retailer.

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The Conscious Collection clothing range is made from environmentally adapted and greener materials such as organic cotton and recycled polyester.

H&M has launched an annual sustainability report to coincide with the launch.

Its annual Conscious Actions Sustainability report, outlines seven areas of responsibility, including being ethical and climate smart to provide fashion for “conscious consumers”.

Its commitments include using more organic and sustainable cotton, educating cotton farmers and developing the Sustainable Apparel Coalition, an initiative designed to measure the environmental and impact and labour practices for clothing and footwear manufacture.

Karl-Johan Persson, CEO at H&M, says: “With size comes responsibility and influence. I want our customers always to feel that we do our best to ensure that the fashion we offer has been made, transported and sold responsibly.”

Last year H&M came under fire after a New York store was accused of throwing away sackfuls of unsold clothes.

The push on eco-fashion comes as H&M reports a 5% fall in like for like sales in March.

Read Marketing Week’s cover feature on the new, profitable CSR that puts ethical practices at the heart of the business to boost the bottom line.

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