International fashion chain H&M has stated in its annual sustainability report that it has shown 'strong progress' towards its goal to only use sustainable materials. 57% of all materials used by H&M Group were created using recycled or other sustainably sourced fibres, an increase from the previous years’ 35%. While for cotton the figure was 95%c close to the company’s total goal which they aim to achieve by 2020.

Anna Gedda, head of sustainability at H&M Group, said in a statement: “From the beginning, our role has been to democratise fashion. Today, that means making it sustainable: it’s the only way we’ll keep making great fashion and design available today, tomorrow and for generations to come. We will continue our work to lead the change towards a sustainable fashion industry.”

“Recycled materials are truly a win-win: they stop waste material from going to landfill and reduce the use of virgin raw materials,” added Cecilia Brännsten, environmental sustainability manager at H&M Group. “However, for many types of textiles, viable recycling solutions either do not exist or are not commercially available on a large scale. We are therefore collaborating with scientists and innovators to tackle this change, but at the same time working to increase other sustainably sourced materials as quickly as possible.”