Sustainable Fashion Supply Chain: Lessons from H&M

Sustainability is significantly important for fashion business due to consumers’ increasing awareness of environment. When a fashion company aims to promote sustainability, the main linkage is to develop a sustainable supply chain. This paper contributes to current knowledge of sustainable supply chain in the textile and clothing industry. We first depict the structure of sustainable fashion supply chain including eco-material preparation, sustainable manufacturing, green distribution, green retailing, and ethical consumers based on the extant literature. We study the case of the Swedish fast fashion company, H (2) the H and (3) the H&M CEO may consider the degrees of human wellbeing and economic wellbeing, instead of environmental wellbeing when launching the online shopping channel in a specific country.