H&M this week announced its latest designer collaboration, this time with LA-based brand Brock Collection. While H&M has always had a bad reputation for its trickery when it comes to its sustainability, those environmentally-conscious might want to know whether they can get away with purchasing from the designer collection.
If you’re trying to take a more mindful approach to fashion, it often requires a high level of willpower not to succumb to the ‘New In’ sections of online fashion retailers. The best approach often seems to be to avoid stores completely, but as easy as it is to advise, it’s not always easy to implement.
Many opt only to buy second-hand or vintage, while others take the approach of buying less and wearing the items they do buy more. We’re never going to stop wearing clothes, after all.
It also helps if fashion brands make at least some effort to change their approaches. Many completely ignore their responsibilities to keep the planet afloat, prioritising profit over anything else, while others have introduced the use of sustainable materials in their products, such as linen, organic cotton and recycled polyester.
H&M is one of them, but it’s often labelled as the worst brand for greenwashing. Here, we explain whether Brock Collection x H&M is really sustainable or not.
Is Brock Collection x H&M sustainable?
The collection is made from a handful of sustainable materials, namely organic linen, organic cotton, recycled cotton, recycled polyester and Tencel™ Lyocell.
Speaking about the collection, Maria Östblom, Head of Design at H&M, said, “We’re thrilled to be collaborating with Brock Collection, who are well-known for their luxe craftsmanship, impeccable fits and structures, and have quite the celebrity following. But there’s also beauty in the fact that their designs always feel down-to-earth, thoughtful and easy to wear — I believe that’s the key to their success. We want to celebrate romance and make it accessible to the many.
“By adding more sustainable materials, it creates for a collaboration I hope our customers around the world will fall in love with.”
It’s unclear whether the collection uses any unsustainable materials and the volume of items that will be produced, but it’s worth mentioning that fast fashion retailers such as H&M are generally not sustainable due to the sheer volume of clothing they produce, a large portion of which ends up in landfill.
You can read more about H&M’s approach to sustainability here and everything there is to know about Brock Collection x H&M here.
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