![]() Customers can rent garments for around 350 Swedish kronor (€33, $37) a week. H&M's new service is limited to a selected collection of party dresses and skirts and is available only to customers who have signed up for its loyalty program. It is something we have been wanting to try for quite some time." "The clothing rental fits perfectly with our goal. ![]() ![]() That's exactly why we want to take circularity to the next level," Pascal Brun, the head of sustainability at H&M, told DW. ![]() "Today, we all can agree that fast fashion is not a sustainable business model. The industry is one of the biggest emitters of greenhouse gases and producers of global wastewater. The move comes as the fashion industry, especially fast-fashion companies such as H&M and Zara, faces growing criticism over its carbon footprint and energy use. In one corner of the store replete with plants and trees, H&M is offering some of its customers the possibility to rent rather than buy from its popular party and wedding collection - the latest bid by the budget fashion chain, which has already been collecting used clothes at its stores, to boost its environmental credentials. But it's not exactly business as usual here. H&M's flagship store at the Sergels Torg square in Stockholm is back in business after a monthslong refurbishment.
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