H&M Trials Clothing Rentals With Stockholm Store's Conscious Exclusive 2012-2019

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H&M is launching a new concept store in Stockholm, a venue dedicated to rentals of sustainable ready-to-wear from Conscious Exclusive collections past and present. Pieces from sustainable Conscious Exclusive collections 2012-2019 will be available to customers who are members of H&M’s customer loyalty program.

Members will be able to book a time at the rental space where a stylist treats them to a personalised experience, helping them select some great pieces they can then rent for a week. Members can rent up to three pieces a time at a cost of around 350 Swedish kronor per piece.

“We love offering our fans something extra and we also want to encourage our customers to look on fashion in a circular way as we aim to lead the change towards a circular fashion industry,” says Pascal Brun, Head of Sustainability at H&M

To further inspire customers to reuse and recycle, the store will also offer repair services with an atelier where customers can get their fashion favourites mended or upgraded. The newly furbished Sergels Torg store, which opens end of November, will offer customers a great shopping destination with a curated assortment, a beauty bar and the café-concept It’s Pleat. 

Pineapple + Orange Fabrics Rock Sustainable H&M Conscious Exclusive 2019 Collection

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Pineapple + Orange Fabrics Rock Sustainable H&M Conscious Exclusive 2019 Collection

Oumie Jammeh, Alanna Arrington and Imaan Hammam encourage us to embrace a sustainable future, buying into the H&M Conscious Exclusive 2019 Campaign, lensed by Josh Olins.

H&M’s latest Conscious Exclusive collection—its ninth so far —introduces three materials the brand is using for the first time: Piñatex, a leather alternative made from the cellulose fiber of pineapple leaves (which become waste after the fruit is harvested); Orange Fiber, a silklike fabric made from the peels of oranges at the end of the juice production cycle; and BLOOM Foam, a high-performance foam made from algae biomass, which “cleans the environment and reduces the risk of algal blooms while reducing our dependence on fossil fuels,” according to the company’s website.