PARIS — Hennes & Mauritz Tuesday added supplier information to clothing sold online in a move to bolster its environmental credentials to gain favor with consumers, who are increasingly asking questions about where their potential purchases come from.
The Swedish fast-fashion retailer added the information to 47 of its online markets, as well as through the label’s app and a price tag scan.
“By being more open and transparent about where our products are made, we hope to set the bar for our industry and encourage customers to make more sustainable choices,” said Isak Roth, head of sustainability at the company, in a statement.
Information includes what material was used to make the garment, the country where it was produced, the supplier name, and information about the factory — its name and address and number of workers.
H&M published its supplier list online in 2013, in a first for global fashion retailers, according to the company. The label introduced a “Conscious Exclusive” line in 2017 with a sustainable bent.
The company plans to roll out the same feature on the majority of its home interior products, sold under the label H&M Home.
“We want to show the world that this is possible,” said Roth, noting the company was proud to be the first global fashion retailer of its size and scale to offer this level of transparency.
H&M at last year’s Copenhagen Fashion Summit said it is aiming for a circular and renewable business model, though it doesn’t yet know how it will get there. The retailer plans to use only recycled or other sustainable-sourced materials by 2030, and only sustainable cotton by 2020.
Fast-fashion companies are under pressure from consumers to show they are addressing the environmental costs associated with the business of producing and selling large amounts of inexpensive clothing. H&M rival Inditex, owner of Zara, has pledged to increase its use of recycled textiles and says it will not send anything to landfills starting in 2020.