Catarina Midby

Team Green : the people and ideas behind H&M:s sustainability journey Catarina Midby

This book is aimed at everyone who wants to be a fashionable, informed consumer, as well as fashion companies, fashion students, and anyone passionate about sustainability. Today, sustainability is one of the cornerstones of the fashion industry, which has traditionally had a significant climate footprint and has also faced criticism regarding social conditions. One of the fashion industry's strengths is its ability to constantly evolve. To operate sustainably, fashion companies must both lead and follow prevailing trends and consumer preferences, while understanding and adapting their processes and offerings accordingly. Sustainability has always been an important part of H& M's approach to business, although the focus has shifted over the years. Initially, the emphasis was primarily on social conditions in production. However, with climate change and growing awareness of the industry's climate impact, environmental issues have become equally important areas of focus. Personal stories make both the obvious and the technically complex easy to understand, inspiring, and relevant

The book also serves as a practical guide to integrating sustainability into fashion businesses, large and small, as well as into our everyday lives. We can all help reduce our climate footprint while continuing to enjoy fashion in a more informed and responsible way. BE FAIR. DO RIGHT.  is both smarter and more fun!