H&M have confirmed that they will be opening their first South African store at the V&A Waterfront in October 2015. The store will be approximately 4700 square meters, making it one of the largest in the world and the flagship store of South Africa. I was invited to attend the first official South African preview of the ladies and menswear Autumn/Winter 2015 collections. More specifically their new Conscious Collection, made from sustainable materials such as hemp and organic leather.

H&M is currently the second largest clothing retailer in the world, producing over 550 million garments a year. The fashion industry has become the second biggest polluting industry in the world, and H&M has heard the call for sustainable and environmentally conscious action.

According to their annual H&M Sustainability Report, they are the largest user of organic cotton in the world, their recycled polyester is made from recycled PET bottles -they use over 40 million bottles, they aim to further reduce their climate impact by using renewable electricity wherever it is credibly and feasible.

“In order to remain a successful business, we need to keep growing –and at the same time respect the planetary boundries.” –Karl-Johan Persson (CEO)