16.01.2020
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From fast fashion to sustainable consumption

H&M is now renting clothes

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The Swedish retailer H&M has joined the eco-initiative previously put forward by competitors – Banana Republic and Urban Outfitters. The giant of the mass market began to test the service of clothes rental, the company said in its official statement. It was decided to start with a flagship store in Stockholm: residents of the Scandinavian capital will be able to rent their favorite items, wear them for a week, and then return them to the store. However, you should not flatter yourself – you can only have three items at the same time and the pleasure is not for free. The price of renting is 350 SEK (≈ 2,350 rubles) per item.

Interior of Times Square H&M store. Hennes & Mauritz  is a Swedish multinational retail-clothing company, known for its fast-fashion clothing for men, women, teenagers and children.

We have been looking in this direction for many years and are happy to finally provide fashionistas with the opportunity to rent items from our collections. H&M is committed to changing the way we manufacture and consume fashion”, said Pascal Brun, Head of Sustainability Department at H&M.

In order to inspire customers to reuse and recycle their clothing, H&M opened an atelier in the same flagship store in Stockholm. So, the Swedes will be able not only to rent new clothes, but also to repair the “oldies” of the wardrobe.

H&M flagship store at Times Square (New York, USA)

Innovations will be tested during three months and, if they turn out to be successful, will be introduced in H&M stores around the world. We can only wait until the innovations reach Russia, and not to forget about another service available at Moscow H&M stores. They accept clothing for recycle use.

It is worth paying tribute to H&M. The Swedish company passed the year of 2019 under the “eco” sign. The brand completely abandoned plastic bags in favor of paper bags and presented the next collection of Conscious Exclusive clothing made from recycled materials. The designers utilized pineapple fiber instead of genuine leather, waste from oranges instead of silk. These are modern environmental alternatives to raw materials of animal origin.

 

 

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