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H&M to use 100% sustainable cotton

H&M, the fast-fashion chain that last week launched a sustainable cotton collection called Conscious, has pledged to source all of its cotton from sustainable sources by 2020.

UK managing director Magnus Olsson said the retailer had made the commitment as customers were becoming increasingly interested in ethical sourcing. He added that the new collection proved sustainable and organic products did not have to be expensive. A women’s organic top is priced at £7.99 and men’s
organic cotton trousers at £19.99.

H&M kept prices low by prebooking large quantities of the cotton, said Olsson. Olsson said the retailer would expand “significantly” in the UK this year. He would not specify how many stores H&M would open but said it had already added 10 this spring.

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