Most younger people have heard of the ‘fast fashion’ brand H&M. They are by far the leaders of the fast fashion pack including names such as Forever 21, Zara, Topshop, Primark and so forth. Most of these offer clothes at decently cheap prices. Primark is known for being one of the cheapest retailers out there. Topshop on the other hand, may be fast fashion, but it ain't cheap. This brand also ends up on the runways at fashion week, worn by the hottest models of today.

H&M (Hennes & Mauritz) is a Swedish Retailer that is the second-largest in the world behind Spain’s Zara. They have quickly risen in popularity within the past two decades. The company was originally founded in Sweden in 1947. Since their rise, they have become a driving force in the fashion world; expanding into 62 countries and building over 4,000 stores worldwide.

Once the horrible collapse of the Rana Plaza Complex in Bangladesh broke headlines, people then began to realize the horrible conditions these workers were under to manufacture clothing for the prices we as consumers take for granted. I know most times when we find a great deal, the last thing on any one’s mind when they look at the tag is factory conditions in Siri Lanka or India. But, there are folks out there that want to change that.

In 2015, H&M dropped a new plan: 'sustainability for a better fashion future'. It was plastered wherever you could find H&M. This came to be after the findings on how all fast fashion brands discard fabrics, returned items, scraps, and the conditions of factories. Now they are offering a discount to customers who bring in their old clothing, fabrics from the home such as sheets, pillowcases, tablecloths, etc. If you bring it your old items, the associates will give you coupons towards your next purchase. Each customer is limited to two coupons per day.

H&M was giving out these pamphlets to interested customers. Myself and the customer in front of me had to ask for one. The concept was well explained to the both of us and it was greatly emphasized that we could bring any fabrics that we did not want. The sales associated also complimented the one item I was buying from the Conscious Collection. She was surprised how good of quality the material was. I myself was impressed by the thickness of the cotton.

*My photos* *Pamphlet is H&M*

The Conscious collection consists of many options for the fashion lover. Don’t think because it is environmentally friendly that it is not fashionable. The collection ranges from blouses, denim, flannels, knitwear, to chiffon, and beyond.

Say or think what you what about fast fashion labels, but at least one of them is trying to change the cycle. No one but them will ever know what really is still going on behind closed doors. This concept makes customers and the company feel better about maufacturing, selling, and buying these clothes. One thing is for certain, H&M can make a ratty old peice of fabric into something fablous.