H&M is just one of an increasing number of major retailers to declare a commitment to the use of organic cotton. Others include Marks & Spencer and Wal-Mart. In order to be classified as “organic”, a crop must be cultivated in soil whose fertility is maintained and replenished without the use of toxic and persistent pesticides and fertilisers. Furthermore, the soil needs to have been kept free from such substances for at least three years. At a time of growing concern about the environment, declaring “a commitment to organic cotton” is good for business. Consumers who are concerned about the chemicals used in the production of the clothes they buy can feel content that, by shopping at H&M, they are not only obtaining “fast fashion” items at low prices but also helping to save the environment.

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