H&M to Stop Buying Conventional Cashmere by 2023
Swedish fashion giant H&M has announced a significant shift in its cashmere sourcing. By the end of 2023, the retailer will cease placing orders for conventional cashmere, marking a step towards more sustainable practices. This move aligns with H&M's commitment to the Fashion Industry Charter for Climate Action, aiming for net zero emissions by 2050.
The decision comes as consumers, particularly Gen Z, increasingly favour eco-friendly and socially responsible brands. A 2017 study revealed that 55% of Gen Z consumers prioritise these factors when choosing which companies to support.
To ensure transparency and meet its environmental and animal welfare standards, H&M will work towards a more traceable supply chain for cashmere. The company plans to source this material primarily from China and Mongolia, where it can monitor and improve production methods.
H&M's commitment to sustainability is evident in its various initiatives. In 2018, it partnered with Lyft to offer free rides to customers recycling clothing at its stores. The company has also used fabric made from plastic waste found on shorelines in its collections. With 57% of its materials now recycled or sustainably sourced, up from 35% the previous year, H&M is on track to meet its goal of using only recycled or sustainably sourced materials by 2030.
