We sit down with Marcus Hartmann, Regional Head of Sustainability & Public Affairs at H&M North Europe, to unpack the fashion giant’s most recent sustainability report — and the company’s evolving strategy for reducing its environmental footprint.

In this conversation, we discuss the realities behind overproduction, the promise and limits of resale, and why transparency is both a communications challenge and a business imperative. Marcus also shares H&M’s perspective on upcoming EU legislation and the role of collaboration in driving systemic change. 

In this conversation, we talk about:

• Why H&M is doubling down on transparency in its sustainability efforts
• The significance of disclosing total production volumes — and what the numbers reveal
• How resale is growing, but still accounts for just 0.6% of turnover
• Why decoupling financial growth from resource use is a “tough cookie,” but non-negotiable
• The technologies H&M is betting on — from AI to fiber-to-fiber recycling

Hosted by Konrad Olsson, Editor-in-chief and founder of Scandinavian MIND

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Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. 

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