In 2015 saw H&M promise to use 100 percent sustainable cotton in all its collections by 2020. A noble goal, however according to FashionUnited's calculations, the fast-fashion chain is unlikely to reach its goal as H&M usage of sustainable cotton only grew 5.4 percent from 2013 to 2014 to account for 21.1 percent of its total cotton usage.

https://fashionunited.uk/news/fashion/is-h-m-really-as-green-as-they-seem-to-be/2015100917940