How does H&M envisage a sustainable fashion industry 2030?

In a world with a growing population, an increasing middle class who can afford a better living, we are faced with need to rethink the way we produce, consume and discard goods. Ms Felicia Reuterswärd from Hennes & Maurtiz gives us her views on how to meet the challenges ahead in the world of fashion.
To meet the needs of the almost 10 billion people we will be in the world by 2050, we will need continued growth also in the future, but it needs to be within the planetary boundaries. The key is to separate economic growth from the use of natural resources so that economic and social development can happen in a way the planet can afford. We see investing in sustainability as a business opportunity and the adopting of a circular approach as a necessity for future business success as well as fulfilling our business idea. No business can in the future operate the same way as the last 30 years.
“At H&M we have set a long-term vision to become 100% circular, for example by only using recycled or other sustainably sourced materials”, says Ms Felicia Reuterswärd, Sustainability Manager, at H&M HENNES & MAURITZ SWEDEN AB.
What does H&M see as the biggest challenge for the development of a more sustainable fashion industry?

Just like many other industries, the fashion industry is facing its biggest challenge ever to continue to provide fashion for present and future generations in a world with a growing population and finite resources. “We want to lead our industry towards a systematic change, a way that is healthy and prosperous for our planet. This involves for example using resources in a sustainable way by taking a circular approach”, continues Felicia. 

To reach this goal will for example need more technological innovation. “We need to create demand for solutions and actively work with innovators and scientists to overcome the challenges. Collaboration is essential and we are actively working with experts, NGOs and researchers to overcome the challenges”, Felicia say.  To meet the challenges H&M is involved in a number of different promising initiatives and projects, such as partnership with the innovation company Worn Again developing interesting technologies for textile-to-textile recycling.
There is a growing positive development in willingness to collaborate to tackle the textile industrie’s challenges together. Collaboration is essential to achieve long-term change across the entire value chain of the textile industry.
“I find that innovation on recycled material such as re:newcell  is interesting and more sustainable cellulose and bio synthetic material driving from Nordic sustainable forestry are all part of the Nordic fashion industry”, Ms Felicia Reuterswärd concludes.

Felicia Reuterswärd, Sustainability Manager H&M.
Felicia Reuterswärd, Sustainability Manager H&M.