H&M’s new kids’ collection has a cause
H&M and WWF have created a range of organic garments for our littlest friends. For every item sold, a donation to conserve the planet’s wildlife is made.
The list of species at risk is a long and depressing read: Tigers, snow leopards, pandas, finless porpoises, elephants and polar bears are just a few of the world’s threatened species. But when something is threatened, organizations, companies and individuals mobilize to make change happen.
With H&M new kids’ collection, 10 percent of the sales revenue is donated to WWF’s work to conserve species at risk. H&M Magazine talked to Anna Gedda, H&M’s head of sustainability, about the collection, the brand’s long partnership with WWF – and what contributions she thinks we all can make.
WHY IS WILDLIFE PROTECTION A CAUSE FOR H&M?
“We want a future in which people live in harmony with nature and WWF’s mission to do so is in line with our own sustainability vision – to lead our industry towards a systemic change that’s healthy and prosperous for our planet.”
I think it’s important to remember we all make a difference, in our small daily choices and bigger decisions.
H&M’s head of sustainability Anna Gedda
THE GOAL WITH THIS COLLECTION IS TO GET H&M’S CUSTOMERS TO CARE FOR THE PLANET. WHY WILL A T-SHIRT MAKE THEM DO SO?
“The starting point concerning our sustainability work is to make more sustainable fashion choices available, affordable and attractive to as many people as possible. With this collection, we want to highlight WWF’s work to conserve the world’s wildlife but also reach out to our customers and to inspire them to care for the planet – in their individual way. I think it’s important to remember we all make a difference, in our small daily choices and bigger decisions. It all comes down to what kind of world we want to live in and leave to our kids.”
WHAT ARE 3 THINGS EVERYONE SHOULD DO TO LIVE A MORE SUSTAINABLE LIFE WHEN IT COMES TO THE CLOTHES WE WEAR?
“First of all I want to encourage everyone to buy things that they really love and want to keep and wear for a long time. The second thing is to take better care of the things you love – wash your clothes in colder temperatures and let them air dry, for example. Third and finally you should make demands on the brand you’re shopping from – starting with asking questions.”
TO SOME, SUSTAINABILITY ISN’T COMPATIBLE WITH FASHION. HOW CAN H&M MAKE IT COOL?
“By showing the world that there are is no contradiction between sustainability and high fashion. This past spring, we launched our Conscious Exclusive collection for the fifth time! Our goal with the collections is to move us towards a more sustainable fashion future and to show that sustainable fashion can be fashionable. Also, the collections serve as way for our design team to experiment with new interesting sustainable materials. We always have a wide range of sustainably made clothing, accessories and beauty products in our stores – especially in the children’s department.”
WITH THIS COLLECTION, YOU’RE DONATING 10 PERCENT PER SOLD ITEM TO WWF. WHY?
“Yes, 10 percent of the sales price of each garment from this collection sold will be donated to WWF. For H&M, collaboration with others and strong partnerships with the best experts is essential in creating real and lasting change. Our partnership with WWF is one example of this. So instead of trying to create change on your own, we can challenge the threats to nature and wildlife and move towards a better future together.”
WWF and H&M’s partnership launched in 2011. Then it mainly focused on water stewardship, which in practice meant that WWF helped H&M develop more sustainable water management and prevent pollution, and to inspire other companies to do the same. Earlier this year, the partnership was prolonged for another five years, and will, apart from water stewardship, also include climate action and a strategic dialogue related to H&M’s and the fashion industry’s sustainability challenges. Read about the partnership on www.panda.org/hm.