Still addressing the recycling mania that awesomely enough is taking a bigger and bigger part of our every day lives; the H&M World Recycle Week – any opinions?

Me and Maja went to Juno PR:s event Recycled Links Live this Friday where a panel discussed sustainable fashion and the complexity around it. A garment can be sustainable in the way that it lasts forever and doesn’t lose its value over time. And a garment can be sustainable due to the way it’s produced. The second part is what this week originally was about: Fashion Revolution Week. It’s a huge thing over the world right now, but in Sweden in particular, or at least in Stockholm, I experience that H&M:s look-alike event is completely stealing the show. The collaboration with M.I.A. called World Recycle Week. Bring garments to the store and you get 50 SEK extra off additional purchases. Happy consumerism. Lol.

But it got us thinking: people still need incentives to get involved. To take that extra effort and recycle. Helpers High isn’t (always) enough.

But come on H&M, choose another week. Don’t just try to hide your sucky production behind discussions about something else. Be transparent and stand for it. I believe this could (hopefully soon?) give you a tougher backlash than if you simply admitted you haven’t solved the production issue yet, and used another side of the company to start this good initiative for recycling. And what’s more important: Let there be a movement fighting for better working conditions in fashion! Movements are inspiring and opening people’s eyes all over the world. Let people understand that they can have an impact on the way things are produced.


What comforted me – well, what was welcoming considering things always feel so black and white and that we all are eventually gonna die because humans suck – was something Lisa Corneliusson, co-founder of Make it last said. She talked about her realisation that all initiatives are good. It’s so difficult for companies to make everything correct and we must welcome every effort instead of pointing out everything done wrong. Highlight the positive struggle; let them get credit for trying. It inspires more to dare to do something. But in the manner media today tends to depict companies, the ones who are actually trying to create a positive impact often get shit for missing details. While the ones who keep on doing nothing stay safe in the shadows.

Except for when companies do good in order to silent something bad *cough cough*.