H&M suprises popular perception of how fast-fashion brands do business by being named 2014 World’s Most Ethical Company. The award was given by the Ethisphere Institute an independent research group promoting best practices in corporate ethics and governance. The companies are rated on five different categories: ethics and compliance, reputation, leadership and innovation, governance, corporate citizenship and responsibility, and culture of ethics.
By reveiling their criteria we can only notice that the research group does not take into account the Swedish retailer’s manufacturing process or labor practice. However, it is true that H&M has made great efforts to become green. They collect used recycled fabrics and use organic and sustainable textiles for their Conscious collection.
Gap, Levis and Marks & Spencer has also made the list of World’s Most Ethical Company. They are the only fashion brands to make the list.
I hope that in the years to come more fashion brands will make the list and that sustainable fashion will be the only fashion. H&M proves that you can be fast-fashion and responsible. This should be an example for many other brands who don’t care.
To be continued….
By: Anne-Sophie Bach