FashMash Pioneers: sustainability applied to fast fashion

For years the term ‘sustainability’ has been bandied about the retail sector with the same candid rhetoric as phrases such as consumer centric, omnichannel and mobile first, with few brands giving the topic the focus it deserves. 
With consumer attitudes around environmental concerns hardening, however, brands and retailers are taking action and starting to place sustainability higher up their business agenda. 
Global fashion giant H&M Group – which includes the H