As soon as I walked in, I wanted to run out. All of the feelings of awkward adolescence came streaming back as the European house music blared in my ears and over-enthusiastic pre-teens bounced through the huge glass doors.

It was 2013 and I hadn’t stepped foot in an H&M store in nearly five years.Despite my unabashed dislike for the giant fast fashion retailer, its new “Conscious Collection” had recently launched and I wanted to know what all of the fuss was about.

If H&M was truly serious about sustainability, then it would focus on changing its business model — not on making more clothing under the guise of a feel-good name.

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