On the day of the launch its most eco-friendly collection to date, the Swedish retailer has also decided to publish its Conscious Actions Sustainability Report for 2010. One of its main goals is for all of its products made with cotton to come from more sustainable sources by 2020.

H&M thus explained how it implemented its Better Cotton Initiative for the first time, where 68,000 cotton farmers were educated on more sustainable farming practices. Also in 2010, H&M used 15,000 tonnes of organic cotton in its products, which was increase of 77% compared to 2009. Around 1,600 tonnes of recycled materials were turned into new clothes. Furthermore, H&M announced a global ban on sandblasting and also saved 50 million litres of water in denim production.

Together with other big international chains, H&M also played an active role in forming the Sustainable Apparel Coalition, working to create a universal index to show the environmental impact and fair labour practices for clothing and footwear production. In the last three years, more than 300,000 workers in Bangladesh were educated on their rights. H&M will expand this initiative to India in 2011.

With the Conscious collection, a 69-piece clothing line mainly for women, H&M plans to increase its commitment in sustainable development. Plus, the amount of moral and financial investment that the retailer has put into the programme certainly outweighs any suspicions of “greenwashing” marketing. After turning over 12 billion euros in 2010 and consisting of a network of 2,200 boutiques in 38 countries, H&M is currently the world’s no. 2 fashion retailer, falling just behind Inditex (Zara) and in front of Gap Inc.