Reduce, reuse, recycle

It's a motto that unfortunately, after 4th grade Recycling Poster Competitions, seems to lose traction in most homes.

'Sustainability', on the other hand, is a term that is in vogue as of late, and is a buzzer word for designers, retailers, and consumer product brands that want to gain the attention of the rising socially-conscious shopper class. We've found that very few sustainability initiatives from these brands seem purposeful, well-planned, executed, and evaluated for impact.

H&M, the international fast-fashion retailer, has been an exception.


In April of this year, the Swedish brand released its Conscious Collection, with high-quality pieces that even made appearances on the red carpet. The company didn't stop there. H&M has since created a plan of action to tackle the issue of sustainability in the fashion supply chain. Last year's sustainability report boasts a lot of thought and evidence behind their claim of sustainability, and cites their pilot reused clothing project in passing. The success of the program has spurred H&M to announce the project's renewal next year.

Next H&M stores around the world will accept used clothing articles- of any brand and size- and will give store credit vouchers in exchange.

And if their sustainability pledge couldn't get any better, they recently teamed up with UNICEF to create a short film, titled "All for Children", releasing their new focus on human rights advocacy, especially within labor processes.

Stay tuned for more information about the new clothing project-- we know we'll be waiting anxiously for a wardrobe clean-out and refill.

Always looking into the meré,
xx