I’m Over That Son Of A Bitch Shirt

As recently as 2018, H&M didn’t list sustainably-minded shopping as a risk at all. But the past few years have seen tough feedback for fashion companies that push the limits on how quickly they can churn out clothing and accessories, alongside demands for more transparency. Retailers like Shein, H&M, Zara and Boohoo have been repeatedly dinged by consumers, activists, the press and public officials for their mounting climate, water, and plastic pollution footprints, for labor conditions and for greenwashing. Meanwhile, report after report shows consumers signaling more focus on the environment when it comes to purchasing decisions. In one 2021 survey, for example, two thirds of U.S. consumers said they would pay more for sustainable products.