H&M claims industry-leading product transparency initiative

H&M has launched a product transparency layer for all garments found on hm.com, sharing details it says enables customers to make more informed choices.

The Swedish fast-fashion house claims its development delivers product transparency to a scale ahead of any other fashion label globally.

For each garment sold on the site, H&M will now share details such as production country, supplier names, factory names and addresses as well as the number of factory workers the manufacturer employs. In addition, customers can find out more about the materials used to make a specific garment.

Customers can also access this information when shopping in physical stores by using the H&M app to scan the price tag on a product to see its details.

“We are so proud to be the first global fashion retailer of our size and scale to launch this level of product transparency,” said head of sustainability at H&M Isak Roth. “We want to show the world that this is possible.

“By being open and transparent about where our products are made we hope to set the bar for our industry and encourage customers to make more sustainable choices. With transparency comes responsibility, making transparency such an important factor to help create a more sustainable fashion industry.”

The product transparency layer is now available in H&M’s 47 online markets. The majority of the H&M Home interior products sold on the website now also share this feature.

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