Who Owns H&M?

H&M Group has set a goal to use 100% recycled or sustainably sourced materials by 2030. The company has increased its use of organic cotton, recycled polyester, and other sustainable materials in its product lines. Its Conscious collection features garments made with a higher proportion of sustainable materials.

H&M operates a garment collection program in its stores worldwide, accepting unwanted clothing for recycling or reuse. The company reports having collected over 25,000 tonnes of textiles since the program launched in 2013. However, the actual proportion of collected garments that are recycled into new clothing has been questioned by critics.

The company has committed to becoming climate positive by 2040, meaning it aims to reduce more greenhouse gas emissions than its value chain emits. H&M Group reports on Scope 1, 2, and 3 emissions through its annual sustainability reports and has set science-based targets for emission reductions.

H&M Group publishes its supplier list publicly, including factory names and addresses. The company maintains a supplier code of conduct and conducts regular factory audits. However, the fast-fashion business model, which depends on high-volume production and rapid inventory turnover, has been criticized by environmental and labor groups as fundamentally unsustainable.

In 2018, the Norwegian Consumer Authority criticized H&M for marketing its Conscious collection as sustainable without sufficient documentation, raising greenwashing concerns. H&M adjusted its marketing language in response. No independently verified sustainability certifications from recognized bodies (such as B Corp or Fair Trade certification for the H&M brand) have been confirmed as of August 2026.

H&M has faced several significant controversies related to labor practices, environmental impact, cultural sensitivity, and greenwashing allegations.

In 2018, H&M faced widespread backlash for an online product image showing a Black child model wearing a hoodie with the phrase "coolest monkey in the jungle." The image was widely condemned as racially insensitive. H&M removed the product and image, issued a public apology, and appointed a global diversity and inclusion leader in response. The incident led to temporary boycotts by celebrities including The Weeknd and G-Eazy, who ended partnerships with the brand.

H&M has faced ongoing criticism regarding labor practices in its supply chain. The company has been linked to factories in Bangladesh with poor working conditions and low wages. Following the 2013 Rana Plaza factory collapse in Bangladesh, which killed over 1,100 garment workers, H&M signed the Accord on Fire and Building Safety in Bangladesh, committing to safety inspections and remediation at supplier factories. H&M has reported completing remediation at most identified factories, though labor rights groups have criticized the pace of implementation.

In 2021, H&M faced backlash in China after expressing concern about reports of forced labor in Xinjiang's cotton industry. Chinese state media and consumers called for boycotts of H&M, leading to the brand being removed from major Chinese e-commerce platforms. H&M's sales in China declined significantly. The company later issued a statement saying it respects Chinese consumers and is committed to long-term investment in China, while maintaining its commitment to sustainable sourcing.

H&M has faced greenwashing accusations regarding its sustainability marketing. In 2018, the Norwegian Consumer Authority criticized H&M's Conscious collection marketing as misleading. In 2022, the Netherlands Authority for Consumers and Markets investigated H&M's sustainability claims. H&M has adjusted its marketing language in response to regulatory scrutiny but continues to face criticism from environmental groups about the fundamental sustainability of the fast-fashion model.