The fast-fashion retailer is increasing its sustainability measures with the sale of second-hand merchandise from its subsidiary brand & Other Stories

Fashion retailer H&M is focusing on making its business more sustainable by selling secondhand clothes. The concept was born of a partnership between H&M and the Swedish secondhand marketplace Sellpy.

Because of the waste fashion produces and the ethical questions that arise from its practices, H&M is hoping to tap in to the recent successes of the secondhand market and also to promote a more ethical way of shopping for clothes. Both Sellpy and H&M will be selling a sampling of secondhand clothing on their websites before expansion the project to more countries and stores.

The project is something that H&M has attempted before, but is pursuing seriously in the face of consumer demand for sustainable and ethical retail. “We see this as a growing part of the industry, with great opportunities both for consumers and not least for the environmental impact, and how we can drastically reduce that by extending the life of the products,” says Anna Gedda, H&M will launch this project with a pilot on its Swedish website subsidiary & Other Stories.

H&M

Sellpy

& Other Stories

Fashion retailer H&M is focusing on making its business more sustainable by selling secondhand clothes. The concept was born of a partnership between H&M and the Swedish secondhand marketplace Sellpy.

Because of the waste fashion produces and the ethical questions that arise from its practices, H&M is hoping to tap in to the recent successes of the secondhand market and also to promote a more ethical way of shopping for clothes. Both Sellpy and H&M will be selling a sampling of secondhand clothing on their websites before expansion the project to more countries and stores.