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H&M commits to 'green marketing'

Mr Lassaux says H&M has had a large impact on climate change.

Swedish fast-fashion supplier H&M has announced a commitment to green marketing and plans to open its new green store at The Mall Lifestore Ngamwongwan on Wednesday after debuting the first H&M green concept store at CentralPlaza Ladprao in May this year.

The company plans to open three new stores next year, bringing the total to 35 stores in 2021, according to Philippe Lassaux, chief executive and country manager of H&M Thailand.

Each store will average 1,400 square metres and create around 40 new jobs, he said.

The new stores will be located both in Bangkok and provincial areas.

Mr Lassaux said the green store at CentralPlaza Ladprao not only offers more eco-friendly fashion items, but store decor will comprise more sustainable materials, ranging from lights to furniture.

More plants have been put in the store to make it greener.

The H&M in CentralPlaza Ladprao will have women’s clothing only.

“We are using 57% sustainable materials to produce our clothes,” he said.

“As of 2020, 100% of the cotton we use is sustainable, with either organic or recycled cotton. By 2030, we project 100% of our fashion will come from sustainable materials.”

In 2010, H&M established circular fashion by collecting garments in stores and recycling them into new clothes it sells in stores.

Last year 29,005 tonnes of used garments were collected globally.

“As a fast-fashion company, we produce in high volumes and customers have bought a lot of our products,” said Mr Lassaux.

“This creates a massive contribution in slowing climate change.”

Last month H&M debuted a new garment-to-garment recycling system called Looop, which enables the transformation of unwanted clothing into new textiles.

This is the latest move in a series of circularity-focused measures the company has made in recent months as it faces greater pressure from consumers over environmental responsibility.

Developed in partnership with the Hong Kong Research Institute of Textiles and Apparel and Hong Kong-based yarn spinner Novetex, the Looop machine disassembles and assembles old garments.

The machine first cleans and shreds the garments into fibres, before spinning them into brand new yarn that can be knitted into new pieces — all without the use of water or toxic chemicals.

“Price and quality will always be important, but sustainability is coming to the fore because Millennials and Gen Z are concerned about how a garment is made, especially in terms of sustainability,” he said.

H&M entered Thailand eight years ago. The company operates 31 stores across the country and plans to open two new stores this year.

“We are continuing our investment here because Thailand is an amazing country. We have found customers who are passionate about fashion,” said Mr Lassaux. “They have a fantastic response to the brand.”

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