Sweden-based fast-fashion brand H&M has been chosen as the number one label that uses a large number of sustainable cotton and man-made cellulosic materials as per the latest Preferred Fibre Materials Market Report by Textile Exchange.
The brand claims to use 59 per cent of all the cotton used in its units as ‘better cotton,’ a term used to describe the sustainable cotton, sourced under the Better Cotton Initiative (BCI).
The report also mentioned that the fast-fashion retailer is the world’s largest user of sustainably sourced down and one of the biggest users of sustainably produced wool. It is important to add here that, H&M owns fashion labels like Monki, Cos, Cheap Monday, Weekday and Other Stories.
Notably, this accolade has come in line with the Swedish retailer’s consistent approach towards achieving 100 per cent sustainably-sourced materials by 2030, an ambitious goal launched by the company last month. It recorded a 35 per cent usage of the same last year.
In a statement issued by the fashion label, Cecilia Brännsten, Environmental Sustainability Manager, H&M Group elucidated that with the company’s annual and consistent increased usage of reused or other sustainably sourced material. “We not only push the demand of widely used materials such as organic cotton, but also influence the scalability of new sustainable materials, we wish to inspire other players in the industry towards a sustainable fashion future,” Cecilia said.
Other notable mentions in the Textile Exchange report were Nike, ranked number one user of recycled polyester; C&A for the biggest user of organic cotton; IKEA, for being the largest user of recycled cotton and Deckers Brands (which owns UGG) as the leading user of preferred wool. Inditex (Zara’s parent company), Target and The North Face also managed to find a place in the top ten list of the report.
Additionally, other leading fashion players like PVH Corporation has also launched various initiatives to curb the waste produced by its fashion brands and the whole industry this year.