Vision and strategy

Looking good should do good too. That's what our sustainability is all about — making sure our customers wear our products with pride, and staying conscious of all our actions.

The H&M group has a strong history in sustainability. Ultimately, we want to make sure that fashion continues to be enjoyed today and for generations to come. But to create a truly sustainable fashion industry that is good for people, communities and the planet, we need to take our work to the next level. Our vision is to use our size and scale to lead the change towards a circular and renewable fashion industry, all while being a fair and equal company.

This vision applies to every brand in the H&M group, all of which share the same passion for fashion and quality, as well as the ambition to serve our customers in a sustainable way. In other words, we want to make sustainable fashion choices available, attractive and affordable to as many people as possible.

“A company of our size and scale has a responsibility, as well as a great opportunity to lead the change towards a more sustainable fashion and design industry." 

                                                                                                                                                                                                                                                                                                                     Anna Gedda, Head of Sustainability

While we don’t yet have all the solutions in place for achieving our vision and goals, many of them are breaking new ground. We know there is a significant journey ahead of us, but our vision gives us clear long-term focus and direction and provides the motivation we will need to succeed.

Built on lessons learned from our Conscious Commitments, our new strategy will guide us in the next exciting phase of our journey towards real, sustainable fashion. Our sustainability strategy is based on 3 ambition areas: 100% Leading the Change, 100% Circular & Renewable and 100% Fair & Equal. You can read more about these ambitions in the 2017 Sustainability Report. 


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