Sustainability might one of the biggest buzzwords of the moment, but the concept of buying less and better fundamentally jars with the fast fashion ideals of many high street retailers.
Not H&M though. The company has decided to address its environmental impact by pioneering a new clothing rental service.
The initiative which is being tested at its flagship store in Stockholm, allows customers to rent clothes from a collection of 50 pieces, and the brand is also introducing a clothing repair service to encourage customers to make do and mend rather than spend.
Speaking to Business of Fashion, Daniel Claesson, H&M’s head of business development shared that the company has a “huge belief” in rental, but wants to “do tweaks and changes” before it rolls it out globally.
The brand currently has plans to run the trial for three-months, however it also revealed that it plans to reach negative greenhouse gas emissions by 2040, meaning it would offset more emissions than it produces.
Shopping that doesn't make you feel instantly guilty the minute you hand over your debit card? That's something we can all get behind.