For a planet positive fashion future

In the next decade, the fashion industry must embark on a transformation so profound that nothing else compares to it. To succeed, we must address challenges within the entire earth support system. And we cannot settle with only reducing the negative impact or neutralising it, instead, our actions must lead to a planet positive future. If not, we have already lost the battle.

Our projects within Planet Positive

Since 2015, the H&M Foundation has pioneered circularity as a new way of working. While circularity is still an important part of the puzzle, it’s not the silver bullet. Now, we are taking all our learnings and raising the bar, with the ambition to move from acceleration to expansion – to help create a planet positive fashion future.

Now is the time to step up the game

Our planet positive goal is directly linked to the urgency of the 2030 deadline for the UN Sustainable Development Goals. Our aim is to speed up meaningful research and innovation that can help solve the greatest challenges our society has ever faced and thereby protect living conditions for people globally.

What does a planet positive fashion future look like? No one knows. How can we get there? We don’t know. But we can’t wait for the answers. Instead we set the ambition and have started working towards it.

“We can find and support early innovation, act fast and take risks in a way most companies can’t.”

Why positive?

To make the 2030 deadline and stay well within the planetary boundaries as the global population continues to grow, we must strive for a positive regenerative impact on all parts of the planet.

If we choose to only settle for planet neutral, we have already lost our quest for a healthy and resilient planet. Why? As we are currently consuming ecological resources equivalent of 1.6 Earths per year, and the global middle class – and therefore the consumption – is increasing, we must change our habits and ambitions dramatically.

As a privately funded foundation we can find and support early innovation, act fast and take risks in a way most companies can’t. Guided by speed, scale and impact, we are using impatient research to achieve fast results. This means investing in agile research where partial solutions and beta versions are continuously released, iterated and of course impatiently scaled. We communicate about our progress and involve the industry along the way.

This method is much faster than traditional research, but also connected to higher risks as the solutions are not perfected or trialled enough yet. However, we don’t fear the imperfect, that’s how we learn and improve.

By taking the lead and starting to work towards planet positive, we hope to start a movement where the fashion industry doesn’t settle with circularity but agree to raise the bar. It’s for the sake of humanity and all living creatures on Earth.


Planet Positive projects and news

Global Change Award


Planet First with HKRITA


Fashion Climate Fund – with Apparel Impact Institute


Planet Resilience Simulator – with PIK