Since, the company has stepped forward to defend itself saying that it only burnt clothes that were not safe for sale. Today, one Swedish power plant is making the most of the excesses of fast-fashion by burning the clothes for power instead of coal.
Announcing plans to definitively stop using fossil fuels by 2020, the Swedish plant is looking for new stuff to burn, including recycled waste, wood and unwearable H&M clothes.
As said Jens Neren, head of fuel supplies at the utility that owns the plant says: "For us it’s a burnable material. Our goal is to use only renewable and recycled fuels."
"H&M does not burn any clothes that are safe to use,” Johanna Dahl, head of communications for H&M in Sweden, said by email. “However it is our legal obligation to make sure that clothes that contain mold or do not comply with our strict restriction on chemicals are destroyed."
The same, however, cannot be said for H&M. Last year, the group organised its first Recycle Week in partnership with M.I.A. but the initiative was widely criticised by organisations like Greenpeace that saw the event as nothing more than a publicity stunt.
Back in June, H&M, alongside M&S and Zara, was linked to polluting viscose factories in Asia. While it seems that this latest development is based around a legitimate recycling scheme, it's little compensation for the wider dangers of fast-fashion.