Add H&M to apparel manufacturers including Adidas, Nike, and PUMA that are promising to eliminate toxins from their products while they clean up their supply chains.  The Swedish cheap couture fashion company announced that it is “greening” its supply chain and will eliminate all harmful chemicals from its products by 2020.

While many observers credit Greenpeace by putting strong pressure on many companies to stop giving a pass to suppliers that had done everything from dumping chemicals into rivers to slashing compounds like NPEs (Nonylphenol ethoxylates) out of their manufacturing processes.  In a face-saving move, an H&M spokesperson denied Greenpeace’s activism had any role in the decision.  But the point is that H&M is making the move, and if the experience of companies like Walmart is any indication, this step will save the company money.

The announcement comes as H&M continues to expand across the world.  New markets from Singapore to Bulgaria have opened new stores or are in the pipeline.  And plenty of observers have noted that the surge in cheap and chic fashion will have dire consequences for the planet and for the people who often toil in dodgy factories to produce them.  So what will H&M’s shift entail?

This promise will require a huge amount of work on H&M’s part.  Like many retailers, the company contracts out its work, and in this company’s case, that involves at least 700 factories around the world.  Suppliers will provide the first round of data involving their manufacturing processes in late 2012.  H&M will reach out to all stakeholders involved, including other apparel manufacturers and retailers, NGOs, regulators, and the chemical industry.  Textile mills will be pressed to come up with safer alternatives to chemicals currently used to mill textiles, and factories will be strong-armed into cease discharging wastewater into local sources of fresh water.  All this change comes as H&M has changed its tune the past year, buying more organic clothing while working with other companies to launch a sustainable clothing organization.

Greenpeace has certainly crowed about H&M’s change in sourcing.  A Twitter campaign was among the social media tools Greenpeace used pressure the company--and those tweets reached over 635,000 people who followed the 1200 Tweeters that urged H&M to green its supply chain.

Regardless of who deserves the credit, the promise of a greener and hopefully more transparent supply chain is a winner not only for those who buy H&M clothes, but more importantly, the thousands of people who work to make these clothes that end up in stores from San Francisco to Stockholm.

This was posted earlier today on Triple Pundit.

Photo is of an H&M store in Harlem, New York City.

About The Author

Leon Kaye

Leon Kaye is the founder and editor of Based in California, he specializes in social media consulting and strategic communications. A journalist and writer since 2009, his work has appeared on Triple Pundit , The Guardian's Sustainable Business site and has appeared on Inhabitat and Earth911. His focus is making the business case for sustainability and corporate social responsibility. Areas of interest include the <a Middle East, sustainable development in The Balkans, Brazil and Korea. He was a new media journalism fellow at the International Reporting Project, for which he covered child survival in India during February 2013. Contact him at You can also reach out via Twitter (Leon Kaye) and Instagram (GreenGoPost). Since 2013, he has spent much of his time in Abu Dhabi, UAE, working with Masdar, the emirate's renewable energy company. He lives in Fresno, California.