Cotton is the raw material we use the most. Our aim is for all cotton in our range to come from more sustainable sources by 2020.

H&M is one of the leading users of organic cotton in the world

Cotton is an incredibly valuable resource that improves the lives of millions – from the farmers who grow it, to the spinners who turn it into thread, to you – who might well be wearing it right now.

However, it takes a lot of water to grow cotton, and many farmers rely on chemicals and pesticides to improve their harvest. According to WWF, the cotton in one pair of jeans needs 8,500 litres of water to grow.

The good news is there’s a lot we can do to make cotton better for our world. By 2020, our goal is to get all of our cotton from more ‘sustainable sources’ – which means it’s either organic, better or recycled.

Organic cotton

We are one of the leading users of organic cotton in the world. We’re willing to pay more for it because it’s grown without chemical pesticides and fertilizers, and contains no genetically modified organisms (GMOs). That’s good news for farmers, the environment, and for you.

Whenever you see an H&M product that’s made using organic cotton, it means it’s been grown according to a strict standard as OCS (Organic Content Standard) or GOTS (Global Organic Textile Standard) and checked by an independent certification body like Control Union and ICEA.

Why we love organic cotton

  • It’s as high quality and versatile as regular cotton
  • It’s grown without chemical pesticides or fertilizers
  • It doesn’t contain any genetically modified fibres

Recycled cotton

We’re using more and more recycled cotton in our clothes. Recycled cotton comes from old garments and textile leftovers, which are grinded into fibre, spun into new yarns and weaved into new fabrics.
We make sure that everything we label as ‘made from recycled cotton’ is certified by a third party.

Why we love recycled cotton

  • It saves raw materials
  • It stops old clothes and material going to waste
  • It means we need to use fewer resources – including chemicals, water and land

Better Cotton Initiative

H&M is an active member of the Better Cotton Initiative (BCI), which is a non-profit organisation helping farmers to grow cotton in a way that reduces stress on the local environment and improves the livelihoods and welfare of farming communities.

By working with partners such as WWF and Solidaridad, in 2015 BCI achieved its goal of training one million farmers in harvesting cotton with less water and chemicals. The next BCI goal is to train 5 million farmers and and produce 30% of global cotton production by 2020.

Why we love Better Cotton

  • It reduces the environmental impact of cotton production, as BCI farming uses less water and fewer chemicals
  • It improves the livelihoods of cotton producers


From PET bottles to eucalyptus, learn more about our more sustainable materials.

Garment collecting

Don’t let fashion go to waste – give your old clothes a new life.

Closing the loop

Our goal is to produce fashion in a closed loop, using less of our planet´s resources and reducing waste instead.

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