See What
Comes Out
In The Wash

Sound On
This website uses audio to enhance your experience

Reduce, reuse, recycle advert

H&M’s take-back scheme suggests to customers that they are committed to responsible recycling and circularity. But the reality is that globally, 0.1% of clothing is recycled into new clothing at the end-of-life.

Much of the clothing from these take-back schemes is shipped abroad where as much as 40% is landfilled or burnt on arrival. Alongside the limitations of these schemes, by offering vouchers they incentivise customers to purchase more, therefore fuelling excessive consumption.

We suggest H&M focus on the ‘reduce’ part of the mantra, and commit to limiting production of fast fashion.

Greenwashed advertising

Empty promises

Circularity washing