Fast fashion companies are looking to make their production more sustainable and protect their brands after criticism in recent years. Their business model, churning out new styles, has resulted in increased carbon emissions and generated enormous clothing waste.

H&M identified a potential negative impact to its business should consumers increasingly prefer “products and services with low climate impacts from trusted companies that are seen as leaders in sustainability” in its 2021 report. Other clothing brands including BurberryMango

Earlier this year, H&M faced accusations that clothes from its garment collecting program are being dumped in Africa, causing major environmental problems, something that Chief Executive Officer Helena Helmersson denied.

Resale efforts have emerged as an initiative for firms to lower their carbon and water footprint — or at least convince green-conscious shoppers that they’re trying. Yet so far fashion brands have struggled to make second-hand selling account for more than a tiny fraction of profits.

In its earnings last month, H&M’s revenue growth unexpectedly ground to a halt as shoppers turned away from the Swedish retailer, which has been raising prices while rivals such as Shein

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