H&M and Zara: Can fast fashion be eco-friendly?

We’re constantly bombarded with media that
puts pressure on us to buy newer

and trendier clothes.

Just to throw them away when they’re no
longer in style.

An estimated 93 million tons go to
landfill or are burned every year.

“And that’s roughly about a garbage truckload
of textiles, every second going to landfill.

Every second!”

Producing clothes also pollutes
our water and churns out CO2.

The fast fashion model pioneered by Zara
means that brands are churning out double

the amount of clothing per year

as they did in the early 2000s.

But companies say that’s about to change

because we can now buy eco-friendly fast fashion!

And also recycle our clothes when we don’t
want them anymore!

But can we believe them?

Inditex, Zara’s parent company, and H&M
Group are two of the biggest fashion retailers

in the world, and both have
collections that claim to reduce the

environmental impact of making clothes.

Not only that, but the two fashion giants

say they are making their entire brands more sustainable.

Let’s take a look at these promises,
starting with the materials.

Main materials at Zara & H&M as well as
worldwide are polyester, which accounts

for around 52% of total fiber production,
and cotton, which is around 24%.

PET is a different name for polyester

and is the same type of plastic that's found in water bottles.

Actually, 60% of PET production goes to

textiles, and only 30% to water bottles.

The material is produced from petroleum,
and the process uses lots of energy and

releases CO2, as well as acids and
ammonia into the water supply.

Recycled polyester uses up to 60% less
energy than virgin material and can be

made from textile scraps or plastic trash.

But inconsistencies in the threads can
make it require more dye,

and experts say that polyester fabrics can shed

700.000 microplastic fibers with every wash,

which end up in the ocean and also in our food.

Cotton doesn't have these problems, but is
still a chemical and water intensive crop.

According to the World Wide Fund for Nature,

it takes 20.000 liters of water to make one kilo of cotton,

which is enough for one T-shirt and a pair of jeans.

Also, around 11% of the world’s pesticides
are used on cotton fields.

So is organic cotton better?

Essentially there's a massive difference
between organic cotton and cotton.

This is Suki, a representative of Fashion
Revolution, which is an organization that

advocates worldwide for transparency and
sustainability in the fashion industry.

“Organic cotton is, in the long term, much
better for the farmer that grows it and

the environment and the soil that produces
it, and it's less water intensive and

doesn't require as much irrigation as such.”

We requested an interview with H&M about

the sustainability of their products, but they declined.

Over email they said:

We are happy to say that by the end of this year

all cotton we use will come from sustainable sources.

Zara also responded only through email,
saying:

In 2019, the Group [Inditex, Zara's parent company] used over

38,000 tonnes of sustainable cotton in its clothing

(up 105% from 2018).

But what does sustainable actually mean?

There’s no standard definition and it
doesn’t equal organic.

H&M says that sustainable cotton can also
mean recycled or cotton that uses less

pesticides and GMOs.

Zara portrays its cotton as sustainable
but calls it ecologically grown

instead of organic.

It claims the cotton uses natural
fertilizers and pesticides, and is

certified by the Organic Content Standard
and the Global Organic Textile Standard.

Which say they control for chemical and
water use in the whole production process.

Terms like ‘conscious’ and ‘ecologically grown’

are hard to fact-check,

as well as confusing for the consumer.

But according to the non-profit Textile
Exchange, in 2016 H&M was the second largest

user of organic cotton in the world.

Zara was the fourth.

Let’s focus on synthetics.

In H&M's sustainable collection, the
synthetic clothing has to be at least

50 percent recycled.

Zara doesn’t specify their percentage, and
their labeling can be confusing.

This jacket says it’s 100% recycled
polyamide, which makes it seem like

it’s completely recycled.

But the filling is polyester.

That’s a different material.

And this isn’t the only time this happens.

The percentage recycled statement often
doesn’t refer to the whole garment, making

it look like the item is more recycled
than it actually is.

On the subject of transparent labeling,
the Join Life tags are also on the Zara website

and are stamped by the
Forest Stewardship Council.

This would seem to imply the clothing is
certified by this organization.

The stamp, however, is only referring to
the tag, not to the whole clothing item.

Talk about misleading.

Zara has committed to sustainable cotton
and polyester by 2025.

H&M says all of their materials will be
sustainable by 2030, and for 2019 that

figure was already at 57%.

If they stick to these commitments it
could mean big changes for the industry.

But material is only part of the story.

To find out if that cotton is actually organic or
that polyester is actually recycled,

consumers need to be able to
check the production process.

With an H&M Conscious T-shirt, you can
find out in which specific factory it was made,

so it’s theoretically possible to
check the factory’s sustainability.

Zara only lists how many suppliers it has
in one city, but not their names and addresses.

They were both evaluated by Fashion
Revolution, an organization advocating for

transparency and sustainability in fashion.

None of the 250 large brands scored over
80%, but for 2020 H&M was the highest

scoring brand, with 73%,
so quite transparent.

Zara scored a 43%.

Not so much.

This is important because:

“Suppliers are one of the few stakeholders with a
front row seat to brands’ inner workings.”

Kim has a background in human rights and
was a garment factory manager in Cambodia.

“They uniquely have access to the information
that consumers need to be able to cross check

brands’ actions against their words.”

So being able to research suppliers allows people

to hold brands accountable to their sustainability claims. But...

“Just because you're transparent, it
does not mean you're sustainable.

It does not mean that at all.

And that's really, really important.”

Even for brands who know their whole supply chain,
making an eco-friendly garment is hard.

“Let's pick up a denim. You can see the dyeing
is done in a more environmentally responsible way,

but the cotton is not produced the same.”

Jessie has worked in different industries
from product inspection to purchasing,

to product development,
in both China and Cambodia.

“Or take another example.

The whole piece of the clothes is made out
of waste, but not dyed in a responsible way.

So, they're green, but it's different degrees
of green or different degrees of less bad.”

Because an item of clothing is made
up of many different materials

all manufactured in different ways, it’s hard
to make each piece less harmful to the environment.

This is also the reason why recycling
clothing is much harder than H&M and Zara

would seem to claim.

H&M’s advertisements say that the company

is working towards a circular future for clothing.

According to the website, you can bring

your clothing to any store
and it will be resold as second-hand clothing,

re-used as other textiles, or recycled.

Zara has a similar campaign.

It says it partners with different local
organizations, which then take over what

happens to the clothing.

So what does happen?

They ARE re-sold, re-used, and recycled,
but not in the proportions you might think.

Over half of donated clothing
is sold overseas.

The rest is mostly turned into industrial
material, burned, or goes to landfill.

Less than one percent of the material in

used clothing is recycled into new clothing.

A big reason is lack of technology.

Remember how many materials were
in the jacket?

Well, they need to come out again
to recycle it.

“Garments that are made from mono
materials or can easily be taken apart

into pieces, can be recycled.”

Maxi started her career as a certified dressmaker
over 10 years ago and has headed product development

for Hugo Boss and major online retailers.

“But think about your wardrobe, how many
pieces would fulfill these requirements?”

So giving back clothing is better than
throwing it away, but the chances of it

actually getting recycled are very low.

H&M and Zara are investing in recycling
research, but we looked at their annual

reports and the amount is 0.5 percent and
0.02 percent of their profits, respectively.

They say returning clothes is circular,
which isn’t really true. And even if it were:

“That's not the solution to our overconsumption.

Or our overproduction.”

The problem is that too much clothing is produced,
and bought, whether the clothing is eco-friendly or not.

“Let's just say you're putting one person
here who says, you know what, I don't give

a bleep about anything recycled or organic.

I will once a year buy a nice pair of pants

and I don't care about anything, and
then there are these people who are saying,

yes, I'm really aware, I want to do that.
I want to commit to the environment.

And the pair of jeans that I'm going to buy
every four weeks will always be sustainable. So.

Still, this person is better.”

Buying clothing every four weeks is relatively new.
Before the 90s designers made clothes

for two fashion seasons per year, and now fashion
retailers put out clothes in as little as two weeks.

More clothes mean cheaper prices, lower
quality, and more ending up in the landfill or burned.

But it’s not just big fast fashion brands,
it’s the fashion industry in general and

our desire for constantly changing outfits
that need to hit pause.

“We need to think about how we shop and
what we're really calling for.

But there is a bold step in a number of
notable fashion brands and fashion houses

now going seasonless and hats off to them.
It's an important thing to do.”

The concept doesn’t mean sacrificing style –
but instead making clothing to last rather

than be thrown away.

“So all in all, what we're trying to do is working
with clothing that is not very seasonal, so to say.

It should be something that you can wear
year after year, we want to focus on quality.”

Karishma is the founder of Ka-Sha, an Indian brand
featured in magazines like Forbes and Vogue

for championing eco-friendly fashion.

"We try to make products that try to fit into
different places depending on who's

wearing it and how it's worn. So we have a lot of
different aspects to our clothing.”

So what do you do when you
want to buy new clothes?

H&M and Zara say their eco-collections are better
for the environment, and they actually are.

If you want to make sure the whole supply
chain is sustainable, there are

many smaller brands that can account for every
step of their production process.

And buying seasonless instead of trendy
clothing means it won’t go out of fashion

and end up in the trash.

Because this is a rare industry where
consumers actually have a real influence.

“When I look at the whole picture, I realize
maybe only end consumer is the power

[that] can balance brands and can push them,
give them pressure to make some changes.”

So, ask yourself not only who made
your clothes and what they are made of,

but also, do I need these new clothes?
And go from there instead.

And if you want to see more videos like this,
we post about environmental topics every Friday.

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