It’s been a huge week for H&M!
In less than the time it takes you to actually catch up on emails, this fast-fashion retrailer has unveiled a new brand for all your essentials and an eco-friendly plan for the next 23 years.
Mic drop is an understatement. Here are all the details:
You already know about it’s Conscious collection and drive toward recycled materials. Well now, the group is taking things a step further. This morning, H&M made a commitment in it’s annual sustainability report that by 2030, all products sold will be made of either recycled or sustainably-sourced materials.
Going green never looked so good.
“We want to use our size and scale to lead the change towards circular and renewable fashion while making our company even more fair and equal. This is why we have developed a new strategy aiming to take our sustainability work to the next level,” said Anna Gedda, Head of Sustainability at the H&M group, in the company’s press release. “We want to lead by example, pave the way and try new things – both when it comes to the environmental and social side – to ultimately make fashion sustainable and sustainability fashionable.”
But, that’s not all.
By 2040 the group also aims to become completely climate positive. This means it will use 100 percent renewable energy on its end of operations and strive to omit as much greenhouse gasses as possible from the rest of its supply chain.
Now onto the fun stuff. You knew I was going to bring this up.
On Thursday, the group also unveiled Arket, new brand lanching under the Hennes & Mauritz umbrella in early Fall 2017. Affordable essentials, ready-to-wear clothes and accessories for women as well as men and children will be sold alongside housewares. If it’s anything like & Other Stories, COS or Cheap Monday, we’re all in for a treat.
According to an exclusive by Business of Fashion, prices will range 39 to 115 euros. (That’s about $42 to $113). Ulrika Bernhardtz, Arket’s creative director, also told the online publication that “The brand DNA is timeless, crisp, quality and warmth…Timeless is style beyond trend. And crisp is the counterpart to that: to be always relevant, modern and fresh. Quality is not only the feel of garments; it’s also how they are produced. Warmth is about being genuine and personal.”
The brand’s press release noted that Arket will offer “high quality and long-lasting products,” as part of its mission. Products from other brands will also be sold in the store, according to BoF.
The first store will open on Regent Street in London and an online version will be available to 18 European countries. More stores will open later in Brussels, Copenhagen and Munich.
And every American’s heart just broke…at least mine did.
Don’t worry, H&M is still expected to launch another brand within the year.
Check back later this week for more news and tips – including how to get your dream wardrobe now!