Is H&M Becoming Circular?

Photo: Precorder

H&M’s resell/secondhand concept is slowly popping up across North America and Europe, aiming to close the fast fashion loop from currently being linear to circular. H&M’s Sustainability Specialist Sara Eriksson claims that offering resale is a natural step for them to become more circular, having Gen Z drive explosive growth in second-hand sales. Everyone wants a fair share of the growing resale market whereas online secondhand platform ThredUp says the resale market will be worth $350 billion by 2027. 

Another sustainable step taken by the H&M Group lately is becoming the majority owner of Sellpy, the successful Swedish resale platform. Sara means that offering resale alongside their traditional assortment both in-store and online can encourage more people to feel the same, so shopping second-hand becomes a natural part of their experience with H&M. This will also prolong the lifespan of garments leading to a more sustainable future. 

It’s great to see one of the world’s biggest fast fashion chains taking crucial steps to become more sustainable, that’s something no one can deny. But the question is. How can H&M close the fashion loop and become circular when still offering its mass-produced fast fashion clothes, coming in fresh from developing countries?

We don’t know but will keep on observing the journey.

Source: H&M group