H&M Fast Fashion Implementation, No Waste Still Exist.

Whether fast fashion or luxury brand, if we want to talk about environmental protection, the biggest test is fabric.

The World Wide Fund for nature says that fashion is the second largest polluters in the world, producing 20 thousand liters of water for every 1 kilograms of cotton production, and these cotton lines can only produce 1 T-shirts and 1 jeans.

From raw materials to ready-made garments, more than 8000 chemicals are used.

Therefore, when fashion brands want to show the determination of environmental protection to the outside world, they also start with fabrics.

Anna Gedda, director of global sustainable development at H&M, said that 2.5 tons of fabric had been recovered from the recycling of old clothes.

In the field of environmental science, the process of "recycling old materials, using two fabrics to make new clothes, and then recycling and reusing clothes" is called the "closed cycle", which is deeply pursued by H&M.

These two pieces of cloth look different from ordinary cloth. They are white in one month and embroidered with flowers on the grey side. They feel as if they are silk, but the truth is that they are all made of preserved fruit peel from orange juice.

He sniffed his nose and didn't smell the citrus.

One of the winners of the global change award, citrus waste is made into fabrics.

After the recycling of citrus waste, there is no trace of citrus fiber.

This technology, made from citrus peel, was developed by a team from Sicily in Italy. It has just won the Global Change Award Award for environmental protection clothing.

In addition to making products from Citrus by-products, the award-winning technology includes algae regeneration textile and microbial decomposition.

And so on.

The project from Finland, "converting waste cotton into new fabric", won the first prize and 300 thousand euros prize.

You probably haven't heard much about this environmental award. Its bonus sponsor is actually "H&M H&M Conscious Foundation".

Ice in Stockholm, Sweden, is still hanging on the window in February. The princess of Sweden, Princess of Vitoria, presented the prize for the winner in Stockholm City Hall.

But all of these cool and cool technologies are still in the conceptual stage. If we want to really invest in mass production to achieve commercialization, it will take about a year and a half, and the long will take about five years.

Although the award has been awarded, this does not mean that scientific research results will be directly used by H&M.

H&M plays the role of hatchet more. It will award the prize winners a total of 1 million euros through the non-profit environmental protection foundation of the H&M family to support their next research.

But in fact, "environmentalists" do not seem to be in the minds of people.

Accustomed to image.

Fast fashion brands are cheap, and the new cycle is short. All of these are not only prompting people to buy new clothes more frequently, but also to eliminate more frequently purchased items.

So in many environmental NGO reports, H&M is the "waste maker".

H&M obviously does not want to be tied to waste. In addition to sponsoring the "global change Award" sponsored by its own foundation, it has launched an old clothing recycling campaign in the global retail stores since 2013.

In the Imperial Court Square in Futian District, Shenzhen, the H&M two storey shop repeatedly echoed the broadcast of "recycling old brands of old clothes and accompanying 15% off discount coupons".

These sponsorship and activities may not bring any direct and big economic benefits to H&M, but it is a way to enhance their reputation. H&M is trying to improve the impression of the outside world on the brand.

"H&M can rely on this point to attract talented people to join the company. Outstanding people will be willing to work for a responsible company," said H&M's CEO Karl-Johan Persson. "Consumers perceive that we are a conscientious company and will gradually become more inclined to our products."

In fact, "

"This card has become a hot trend in the fashion industry not only for fast fashion brands, but also for luxury brands.

Last March, Gucci's parent company, Kai Yun group, signed a cooperation agreement with the British environmental technology company Worn Again and H&M, which will use technology to achieve textile recycling.

Two months later, Kai Yun also released the first environmental profit and loss report, to disclose the environmental friendliness of every brand and the environmental goals set up by the company.

The fashion industry is starting to pay attention to environmental protection, to some extent, thanks to the more pparent information world.

In the United States, 10 million 500 thousand tons of clothing are eventually sent to landfills.

On the other hand, Bangladesh is a large foundry of fashion companies. Many companies including H&M, Zara and the British high street brand Next are often accused of being responsible for local textile pollution.

Fast fashion companies have been unable to bypass these criticisms, and a little careless will turn into a public relations crisis. H&M's wheels must continue to turn around and face these problems.

But for most shoppers, they are still most concerned about the price and style when they buy clothes. They will not pay for unattractive but environmentally-friendly clothes. As early as 1999, H&M has launched a Natural Calling series, which is the main environmental protection material.

But because the style is not fashionable, this series of sales is not ideal.

Fashion is always the first meaning of designing environmental protection series.

If it's not nice, no one will buy it, even if the fabric is environmentally friendly, it's still a waste. "

H&M design director Ann-Sofie Johansson said to the interface news.

Therefore, H&M's current environmental protection processes are completed first, and after the aesthetic examination, they are sent to the agencies responsible for studying the environmental fabric and running in consultation.