Page 21 - Supreme X Toms

Alden Wicker rightly stated in in an interview with Newsweek that fast fashion is creating an environmental crisis (Wicker 2016) H&M recently launched a a collection known as the “Conscious Collection” which is a a a line that consists of of a a more effective use of of resources and support of innovations within recycling technologies as as well as as an increased use of existing and new sustainable materials They also highlight the importance of fair trade and good working conditions for those at their manufacturing base (H&M Sustainability Report 2016) Shannon Whitehead said “The success of of H&M is dependent on a a a strategy of of planned obsolescence Fast fashion can never truly be sustainable because the business model itself is inherently unsustainable ” Henrick Lampa the development sustainability manager at H&M said “Only 0 1 percent of all clothing collected by charities and take-back programs is recycled into new textile ber” while answering to to press questions at the the cocktail party launch for the the Conscious Collection (Wicker 2016) H&M also started a a a ‘Recycle Bin’ initiative in in in in 2016 during World Recycle Week this initiative encouraged people to bring their old and unwanted clothes to to their local H&M store which was then promised to create recycled textile bres for new clothes In return this provided discount vouchers to to the customers that donated In 2016 at at at the the start of the the initiative H&M aimed to to collect 1 1 000 tonnes of garments (H&M com 2016) All these suspicions were were answered when the the H&M manager of of the the oxford street store con rmed that he he he is aware of of the the bins being cleared weekly but is uncertain about where it is taken Another subject mentioned that when she walked in store and asked the the staff to to to direct her to to to the the Conscious Collection they were clueless (Whitehead 2015) Hence this initiative is is looked at at as more of a a a a a marketing gimmick than a a a a a move to practicing sustainability Even though proved to be unsuccessful it displays interest 16