Supporting the sustainable fashion movement is about much more than purchasing eco-friendly clothes and as part of its commitment to sustainable initiatives, H&M is introducing H&M Take Care to help consumers better care for, fix and wash the pieces of apparel that they already own.
Open Studio Stockholm developed this new concept with H&M, which takes inspiration from the clothing care tags that specify how to care for particular garments. The H&M Take Care product range includes detergents, stain removers and sneaker wipes, as well as sewing kits and patches for repair jobs.
Ultimately, H&M is working towards becoming 100% circular, as the fast fashion industry as a whole is hard on the environment thanks to huge amounts of textile waste that are generated annually.
Key Themes Behind This Trend
- Sustainable Apparel Care
- H&M Take Care offers a new approach to sustainable apparel care, helping consumers better care for, fix and wash the apparel they already own.
- Circular Fashion
- H&M Take Care aligns with H&M's goal to become 100% circular and supports the circular fashion movement.
- DIY Fashion Repair
- H&M Take Care incorporates sewing kits and patches for repair jobs, sparking a potential trend towards more DIY fashion repair and reducing textile waste.
Where This Applies
- Apparel Care Products
- The introduction of H&M Take Care creates opportunities to expand the sustainable apparel care product market.
- Fast Fashion Sustainability
- H&M Take Care is a disruptive innovation opportunity within the fast fashion industry, which is hard on the environment due to huge amounts of textile waste that are generated annually.
- DIY Fashion Market
- H&M Take Care incorporates sewing kits and patches for repair jobs, potentially encouraging growth in the DIY fashion repair market.
