H&M opens ‘circular fashion’ store

Fashion giant H&M has opened a store in the Swedish capital Stockholm with a focus on ‘circular fashion’, including clothing rentals and repair services.

Global fashion chain H&M re-opened its flagship Sergels Torg store in Stockholm with a focus on sustainable fashion. In addition to its regular fashion lines, the new store is offering fashion fans the opportunity to rent clothes from its Conscious Exclusive collections, including skirts, dresses and even bridal dresses.

“We are really excited to try out rentals for the first time and inspire our customers to look on fashion in a circular way,” said Maria Östblom, head of womenswear design at H&M. “Our Conscious Exclusive collections are made from sustainably sourced materials, so we feel they are perfect to kick off this trial with.”

In an effort to further inspire customers to reuse and recycle their fashion favourites, the new store is also offering repair services with an atelier.

According to the Ellen MacArthur foundation, the fashion industry has a global waste problem. In the past 15 years, the industry has doubled production, but the time clothing is worn before it is thrown away has dropped by around 40%, nearly three quarters of which ends up burned or buried in landfill.

As The Guardian reports, the fashion industry is currently responsible for about 10% of all greenhouse gas emissions, 20% of all waste water, and consumes more energy than the airline and shipping industries combined.

Image credit: H&M

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