H&M fastest growing fashion brand has recently kicked off its campaign for recycling of clothes. In a recently launched, star studded high profile campaign the brand announced “There are no rules in fashion but one: Recycle your clothes.” H&M currently operating business more that 4,000 stores in 62 countries.
Much like H&M, Nike too has taken sustainable initiatives. Explaining Nike’s ambition to achieve its “moonshot ambition” of cutting its environmental impact by half while doubling its business, Hannah Jones, the company’s chief sustainability officer says incrementalism and efficiency measures will not get them there. Similarly, Anna Gedda, H&M’s head of sustainability reveals that the company needs to decouple growth from resource use, so that economic and social development can happen, but within planetary boundaries. In fact. not just H&M, almost all major global brands including American Eagle Outfitters, Eileen Fisher, Levi-Strauss & Co, Nike, the North Face, Patagonia and Zara collect their old merchandise. Clothing designer Eileen Fisher has called her industry ‘the second largest polluter in the world, second only to oil.
Though H&M is the front runner in promoting recycling of clothes the company has been facing controversy as its low-cost range of clothes (women’s T-shirts for $5.99 and boys’ jeans for $9.99) is believed to be one of the major reason why apparel industry is growing so fast .The global apparel industry generates an estimated $2.5 trillion annual revenue and that it will double in the next decade. Adding to the concern efforts to collect old clothes by retailers and nonprofits such as Goodwill Industries, the overwhelming majority of items eventually wind up in landfills, at least in the US. Americans dispose of about 12.8 million tons of textiles annually, which amounts to about 80 pounds for