From keeping us healthy, to growing our food, to preserving natural environments, a plentiful supply of water is essential to the wellbeing of people and our planet. And, because we use a lot of water to produce and care for garments, it’s essential to our business too.

"After working closely together with H&M for the past three years, we know they are committed to being good stewards of shared resources, and eager to contribute to shifting the industry towards more sustainable models."

Mariann Eriksson, Marketing Director at WWF

Today, clean freshwater is becoming an increasingly scarce resource. As a global, influential company, we have a role to play in conserving water ecosystems and improving people’s access to safe drinking water and sanitation.

And, with our water strategy and a five-year partnership with WWF, we’re well on our way to becoming the leading water steward in our industry.

Our strategy has been described as game changing in the way it looks holistically at water as a global resource.

We work to promote responsible use of water along the product’s lifecycle, from how cotton farmers water their crops, to how our customers wash their clothes. Our unique approach also includes going beyond the factory walls and influence how water is managed.

Our goal is that everyone and everything that depends on water resources should have their needs met.

H&M and WWF

WaterAid partnership

Better cotton


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

Natural resources

A sustainable fashion future requires less use of our planet’s resources.

Want to know more?

Learn more about our partnership with WWF (in English).

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