H&M’s CEO on How the Brand Plans to Make Fast Fashion More Sustainable
And why he thinks consuming less isn’t the answer
H&M may have bowed an impressive 379 stores in 2014, but this year the company is poised for an even more substantial growth spurt, with 400 doors slated to open internationally by year’s end. Earlier this month it also released its 13th annual sustainability report, an epic of more than 100 pages outlining the brand’s plans to correct its impact. And while such a report from a company with a global footprint as massive as H&M’s has attracted its fair share of media criticism, the fact remains that the Swedish behemoth has been expanding with an eye to the environment long before that particular cause was in vogue. So how is one of the biggest brands in the world planning to diffuse the impact of fast fashion? We caught up with Karl-Johan Persson, CEO of H&M, to find out.