New Conscious collection from H&M as it works towards 2030 target
18/04/2019
“Our goal is for all our products to be made from 100% recycled or other sustainably sourced materials by 2030,” H&M said at the time of the launch.
It explained that, at the moment, 57% of the material it uses matches this description, but said that, while it is working towards its 2030 objective, it wants consumers to be able easily to identify its most sustainable products by presenting them together in the Conscious collection.
Products that make up the Conscious collection contain a bigger share of recycled or sustainably sourced materials than other H&M products, the company said, insisting: “These materials are better for the environment because they use less water, energy and chemicals than conventional materials and therefore have a less negative impact on our planet.”
Most Conscious products contain at least 50% recycled or other sustainably sourced materials, although there are some exceptions “for technical reasons”; the company pointed out that, for example, the maximum proportion of recycled cotton it can use is 20% for product quality and durability reasons. It said it was working to develop new techniques that will allow it to increase the amount of recycled cotton it can use in its garments.
H&M also pointed out that many of the products in its Conscious collection are already made from 100% recycled and sustainably sourced materials.
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