H&M Hops on the Sustainability Train… But for How Long? [OPINION]

Attention shoppers! The powerhouse brand we all have in our closets (strong assumption, I know), but go check… I assure you I’m right about that one. Anyways, the emporium has decided to test out a rental service at its Stockholm flagship store. The reason? Being in the fast fashion industry comes with a price and I’m not talking about the one hanging on the actual clothes. Refinery29 highlights a report from the United Nations stating that up to 10% of global carbon emissions and 20% of global wastewater are direct effects of the fashion industry. The mass-production of clothing has become an “easy way out” for popular brands such as H&M, Zara, and Forever 21. But there’s a catch – shoppers are starting to realize that they don’t want to put their money towards a brand lacking sustainable efforts and as their values change, so does the industry. I mean… what choice do they have?

The rental service will carry out as follows: customers will be able to rent clothes from a smaller collection of 50 pieces for approximately $37 USD. Considering H&M has received an honorary title of being the second largest fashion retailer at this point in time, they could have a major impact on the industry and how other retailers approach more environmentally friendly tactics. Although H&M is hopping on the sustainable train, we can’t help but ask how long? The service will be trialed for three months before their company decides whether they should expand it or not. It has become a learning process for the brand, but their ultimate goal is to take any impact they have on the environment and make it a positive one. Coming from someone who shops at H&M every now and then, this mission is one I can get behind.

H&M isn’t the first retailer to dip their toe in the pool of sustainable development. Fan favorites such as Urban Outfitters and Banana Republic have launched programs that mirror this one – a process that has been successful for both competitors. The doubt, however, stems from H&M wondering if their own establishment can truly make this rental concept thrive as a business model. As the fashion industry moves forward, more and more consumers are voicing their values for quality clothing rather than quantity. People are mindful of where their clothing comes from, how it gets manufactured, and most importantly, what the brand they happen to be buying from stands for.

Regardless of the skepticism living within the spaces of H&M’s facility, a retailer simply cannot go wrong with testing a program that would benefit the well-being of our environment.

I don’t see consumer values changing anytime soon. In fact, I believe they will only get stronger with time. So, come on H&M… all aboard!