When H&M announced it was starting an organic cotton collection last year, devoted shoppers yearning for sustainable apparel at ultra low prices got excited. Now the retail giant has announced its plans to not only incorporate more organic cotton in their spring collection, but also recycled cotton, wool, polyester and PET bottles from fabric remnants in production.
And being a progressive company realizing that being labeled as environmentally friendly means more than recycling soda bottles in the company break room and green fabrics, H&M has gone as far as providing an environmental objective and sustainability policy at their website.
H&M should probably consider their investment one of the wisest ones they’ve made in a while. Certainly better than forcing Madonna to strike a pose in a satin track suit. Enhancing its brand by being progressive (and catering to its desired shoppers: us) will only make them stronger.