H&M Hennes & Mauritz

COPENHAGEN — Hennes & Mauritz is setting out to achieve a 100 percent “circular” and renewable business model — an ambitious vision, said the group’s environmental sustainability manager, Cecilia Strömblad Brännsten, who notes it’s too early to have all the answers.

Circular economy was the term of the day across all panels at the Copenhagen Fashion Summit as brands have become increasingly conscious of their environmental impact.

“We don’t know when we will get there or how we will get there,” she said, speaking at the Copenhagen Fashion Summit.

The company is taking baby steps to achieve its goal, she explained. In a step to prolong the longevity of its products, the fast-fashion retailer is launching the Take Care pilot program.

The pilot program, which was announced Wednesday at a panel at the fashion summit, aims to “inspire customers to maintain their love affair with their clothes.”

The program was tested in Germany and is set to roll out later this year. It will include services such as tailoring clothing from H&M. The initiative will also provide guidance to the customer on how to revitalize clothing, by removing stains, for example.

“Now we’re just developing plans on how we can roll this out and have a much more global reach,” added Anna Gedda, head of sustainability at H&M group.

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