As some of you know, I'm very involved in the sustainable fashion scene. I was having a discussion with my friend the other day about whether we should include the big brands in the conversation. Some people would scream "noooo, they are the dark side". I personally believe that a healthy debate should always encompass views from both sides of the fence - that's why we have "freedom of speech", and it's only when we have all views that we can then make our own judgements on the issues. Anyway, the highstreet brands are part of the fashion industry, and (like it or not) are here to stay, but more importantly, they are part of fashion's future, which I aspire to be a sustainable one.
H&M is one of the big fast fashion brands, but compared with the other brands that I've seen on the high street, are doing a lot more about their sustainability! It may be tiny steps, but at least it's in the right direction. What other big high street brands do you see are active in bringing about sustainability to their supply chains?
Close the Loop
Next week, H&M will be launching 16 new denim styles (ladies, men and kids) made from organic cotton and recycled cotton from the textiles collected in the Garment Collecting Initiative in H&M stores - some of you might remember that campaign, which collected 14,000 tonnes globally. So, this is all about being part of the circular economy, something I discussed about in my Fashion Designers Do Good series. According to H&M,
"H&M is able to use 20% recycled cotton from collected clothes, and is investing in new technology to increase this share without losing quality. H&M has a target to increase the number of garments made with at least 20% recycled fabric by 300% compared to 2014"
As part of the launch, H&M in Singapore has collaborated with a group of LASALLE students to takeover a window display at their flagship store and decorate it with recycled denim - it's part of their awareness campaign to highlight the importance of fashion sustainability. The installation will be from 3 - 29th September.
Disclaimer - I was not compensated for this post. All views are my own.