In an exclusive interview with a leading media house, Elin Astrom, Sustainability Manager, H&M said that the fashion world should follow the mantra of reduce, reuse and recycle to save Mother Earth.
Following the above mentioned thought, the Swedish fashion brand is on a mission to lower the damage caused to the environment from the fashion industry. The company limits the amont of textiles that end up in landfills and has come up with its first ever sustainability line for the Indian market.
Not just in India but the brand has shipped its Conscious Exclusive 2016 Collections globally.
Created in association with the Musee des Arts Decoratifs, Palais Du Louvre, the Conscious Exclusive 2016 Collection is inspired by the archives of the museum and is fabricated entirely from sustainable material.
The company has an aggressive approach to lead the fashion vertical to become more sustainable and respect the planet at the same time, said Elin.
One such example is our use of raw material. Cotton is the material that we use the most. Although cotton has many good qualities as a material, the intense water and chemical use in cotton processing is a concern with negative social and environmental impact, she added.
However, by choosing more sustainable alternatives such as organic cotton, the company has 46% less climate impact as compared to conventional cotton. The company has set global goal to ensure that all cotton comes from sustainable resources by 2020.
The brand has also launched World Recycle Week campaign globally as a step to close the loop in fashion. It started on April 18 and will run till April 24.
The Swedish brand that marked its entry in the country last year, has received a significant response and a whopping business in a very short span. Currently it has 5 stores in the country including the one that is all set to open at Noida’s Mall of India.