Circular Economy

Fast fashion’s business model depends on rapid turnover and frequent consumer purchases, which shortens the average lifespan of garments to less than 7 uses, according to the Ellen MacArthur Foundation. This results in significant textile waste, increased carbon emissions, and resource depletion.

Building platforms and services centred around repair, rental, and resale have been utilized in the clothing industry before. However, fast-fashion has not picked up these services, until now.

By offering in-store repair services and upcycling workshops, H&M can encourage consumers to extend the lifespan of their garments rather than discard them. Rental models are particularly suitable for occasion wear, maternity clothes, or seasonal fashion. Customers rent clothing for a set period, returning it afterward, which decreases production needs. Resale programs allow customers to return gently used clothes in exchange for credit or cash. These items are then resold, preventing them from entering landfills.