This is because we give our consumers credit, and they can hold us accountable for our words. We’re transparent about all of this information, too. Most of our approved brands even go the extra mile, making 100% of their pieces with eco-friendly fabrics. When Eco-Stylist is researching and evaluating sustainable brands, the threshold for calling a brand sustainable is for at least 50% (a simple majority) of their collections to be sustainably made. One would think putting a buzzword such as “sustainable” in the spotlight would mean no loose ends to get tied up in.Įven if we give H&M the benefit of the doubt and assume the 2 Conscious pieces are sustainably made, does having 2/16, or 12.5%, of your collection sustainably made give you the right to call it a “sustainable merch drop”? Even a simple majority is at least over 50%. That is the only information you’ll find on the product pages about how they are sustainable, and this is disappointing.įor a brand to boast its sustainability, and then be this brief and nonspecific, is odd. Regarding these 2 pieces, H&M notes that the cotton content is in fact organic, period. The collaboration’s 16-piece collection consists of 2 “conscious” pieces: a pair of joggers and a t-shirt. In actuality, only 2 of 16 items in the collection are part of H&M’s Conscious collection (which, by the way, isn’t even that impressive), while the other 14 items are made as any other piece of fast fashion: with planned obsolescence and by non-transparent means. “It’s all made from sustainable materials,” states Teen Vogue, a “fact” which should have been checked before they published it. If “sustainable” is not further articulated, it doesn’t hold any weight. Buzzwords such as “sustainable” may sound trustworthy and comfortable, but they’re also vague. The New York Post states, “items in the line are designed from materials sourced in a more sustainable way” with no explanation of what “more sustainable” really means. The problem: none of these publications investigated the sustainability claim for themselves, or even worse, they were aware of the issue and didn’t address it. The Independent, New York Post, Fox Business, and WWD all name-dropped “sustainable” when describing the collaboration. No, we’re not saying that Billie Eilish is a bad guy, but calling this collection sustainable without giving customers clear indicators of why, which is typical of H&M, is greenwashing. What the collection loudly puts forth in eco claims, it lacks in transparency and substance.
The new Billie Eilish x H&M collection just dropped on January 2, 2020, with H&M hailing it as “edgy and sustainable merch.” Call the collaboration what you will, just don’t call it sustainable.
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