Leyla Ertur, H&M Group’s Sustainability Director, shares how the company is shifting toward sustainability, even within the fast-fashion sector. H&M has noticed growing customer interest in sustainability and believes transparency is key to helping people make informed, responsible choices.

To meet this demand, H&M has developed circular business models, such as:

  • Second-hand platforms like H&M Pre-loved and Sellpy (a major second-hand fashion supplier in Europe),

  • Rental services, and

  • Initiatives to extend product life and reduce waste.

Investments for a more sustainble fashion industry

H&M’s journey toward sustainability began 30 years ago. Its long-term goal is to lead the fashion industry toward circularity and achieve net-zero climate impact by 2040. The company only works with manufacturers and suppliers who comply with a strict Sustainability Commitment, exceeding legal requirements.

A major step was taken in 2022, when H&M stopped working with suppliers using coal-based energy. The group aims to integrate sustainability throughout its entire value chain, rewarding suppliers who exceed compliance expectations.

However, Leyla admits the industry still has a long way to go. Fashion must shift from a linear model ("take-make-waste") to a circular one, where resources are reused and waste is minimized.

H&M also invests in:

  • Research on microfiber pollution,

  • Development of fabrics that shed fewer fibers,

  • Washing machine filters and laundry bags that trap microfibers, and

  • Advanced textile recycling technologies like Syre, Worn Again, and Ambercycle to enable textile-to-textile recycling.