Fast fashion giant H&M is stepping it up its sustainability game.

The brand’s efforts are seen from the bottom line and up, from clothing collections that make use of innovative materials (for example, Agraloop™ and Biofibre™) to its current use of certified paper bags across all its stores, as well as initiatives like the H&M Foundation‘s ‘The Billion Dollar Collection‘—a virtual showcase that explores the ideas of 10 sustainable start-ups and how much we would need to invest in these planet-friendly solutions to make the fashion industry circular.

Another fun fact? H&M was ranked 2nd out of 250 brands in Fashion Revolution‘s Transparency Index 2021, a study that investigates how well brands are taking accountability for their decision and commitments in driving positive change.

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From September 6 H&M is making the online shopping experience a greener one with the adoption of a new paper packaging system in Singapore, Malaysia, and the Philippines.

By doing so, this delivery solution will positively impact customers and the environment in the long run as this essentially replaces non-biodegradable, single-use plastic polybags with FSC-certified paper packaging that is reusable, recyclable, and compostable.

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H&M paper bag
Photo: Courtesy

In fact, this new system comes as part of H&M’s circular packaging strategy that includes goals aligned with the Ellen McArthur Foundation’s New Plastics Economy Global Commitment and green efforts the brand is striving towards.

Oldouz Mirzaie, the Regional Manager of H&M South Asia and Pacific shares: “Sustainability is at the core of our business. Our ambition is to drive meaningful growth. Decades ago, we democratised fashion, now it’s about democratising sustainability, making sure it’s a natural part of everything we do and making it easy for our customers to make that choice as well. This shift to paper packaging for online orders is another important step we’re taking towards our 2030 goal of having 100% recycled or other sustainably sourced material packaging and we’re determined to lead the whole industry towards a more sustainable fashion future.”

In celebration of this new eco-conscious approach, H&M is encouraging online customers to recycle their paper packaging at any store in Malaysia and Singapore. Customers will be rewarded with an immediate 15 percent discount on one item that can be used from today till October 31.

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