5 Best Ethical H&M Alternatives: Beyond a ‘Conscious’ Collection

“Are ethical H&M alternatives even needed? Isn’t it one of the best high-street chains?”

That’s what I believed too.

I might be the co-founder of this ethical fashion platform, but years ago, I used to be a huge shopaholic, until I discovered the high environmental and human cost behind cheap fast fashion clothes. So, I went cold turkey and didn’t buy any new garments for a whole year.

When I walked into my local H&M branch and spotted a “conscious collection”, I genuinely thought things had gotten better. But I was mistaken.

Don’t get me wrong: H&M has made some progress, especially in recent years. It’s nowhere near as sustainable as we’d love to think, though.

So, if you’re striving for a more ethical wardrobe, here’s a simple guide, including my favorite H&M alternatives. 

Is H&M sustainable? 

I wouldn’t consider H&M sustainable.

It definitely got better, recently. For example, they sometimes use kind fabrics like organic cotton and recycled polyester, parts of their supply chain involve renewable energy, they offer a recycling programme, and they invest in innovative materials.

However:

• H&M relies heavily on some of the worst fabrics for the planet, like conventionally grown cotton and virgin polyester 
• They’ve been accused of greenwashing multiple times. For example, the deputy director general at Norway’s Consumer Authority said “H&M are not being clear or specific enough in explaining how the clothes in the Conscious collection and their Conscious shop are more ‘sustainable’ than other products they sell.”
• There have been several reports of human right violations in the fabrics and suppliers they partner with 
• At the end of the day, it’s fast fashion, which can’t be sustainable due to its very business model: encouraging overconsumption and churning out cheap clothes to keep up with micro-trends

So, while it’s far from being the worst high-street chain, you can definitely find more sustainable H&M alternatives.

Having the right mindset and expectations before looking for the right ethical alternatives to H&M

• The solution isn’t to replace mindless consumption with hauls from ethical H&M alternatives – Overconsumption is one of the biggest problems! So, I’m encouraging you to only buy clothes you need, that match your style rather than temporary trends, or that you can genuinely see yourself rewearing +30 times 
• You probably won’t find new clothes from ethical H&M alternatives for the exact same budget (but the cost per wear will be cheaper!) – When new items are so cheap that it feels too good to be true, it’s usually because they’re hiding an expensive cost (like sweatshops or polluting materials). That’s why ethical brands have higher price tags.
  If you buy new clothes mindfully and keep them for longer, though, you can save money in the long run. For example:
  - Doing an impulse H&M haul: 2 x €20 trousers, 3 x €25 dresses, and 2 x €10 top = €135. But because you bought them on a whim and they didn’t really match your style, you’ll only wear each item twice. Cost per wear of that haul: €67.5, and you’ll probably do another one in a few weeks
  - Choosing ethical H&M alternatives mindfully: 1 x pair of trousers (€85), 1 x dress (€100) and 1 top (€60). Total: €245. But because they’re timeless pieces that match your style and work with plenty of garments already in your wardrobe, you rewear them +30 times. Cost per wear: €8.16

Potential and more sustainable H&M alternatives, without buying ‘new’ clothes

I’m about to show you some ethical H&M alternatives and brands I bet you’re going to LOVE! Butin some cases, it might make more sense for you to consider:

• Renting clothes, especially for occasionwear and something you’d only wear once or twice
• Buying second-hand H&M clothes (and those from other brands too) from thrift stores, charity shops, and platforms like Vinted or Depop. It’s by no means ideal because that market fuels both overconsumption and waste colonialism, but still better than buying new fast fashion pieces 

• Embracing community fashion: swapping clothes with friends, using peer-to-peer platforms (I love The Clothing Loop), or attending/organising clothing swap events

As for new clothes and accessories, here’s how you can support more ethical alternatives for H&M without compromising on style. 

Best ethical H&M alternatives: 5 brands with a similar vibe

Mon Col Anvers

This vegan clothing brand brings together French flair and Scandinavian minimalism: perfect for stylish, timeless clothes.

They also use natural materials, prioritising organic cotton, Ecovero, Tencel, and linen.

Alohas

As well as using vegan and sustainable materials and keeping their production local (in Spain), this ethical H&M alternative—mostly shoewear—is all about reducing overproduction and waste.

So, they rely on a smart pre-order system.

Komodo

This ethical fashion pioneer chooses eco-friendly fabrics like certified organic cotton, hemp, linen, modal, Tencel, Cupro, recycled PET, and upcycled rubber.

They also produce their garments under fair working conditions and support various charities. 

Kaly Ora 

Because it involves synthetic fabrics, traditional swimwear is the worst for the planet.

But instead of virgin materials, Kaly Ora chooses kinder options made from recycled nylon and polyester.

They also offer various designs that can be worn in different ways, ideal to get that ‘new bikini’ feeling without buying multiple ones.

The Launch

As the name suggests, this ethical H&M alternative launches a new collection every month, but not in a ‘following trends and overproducing’ way: by thinking timelessly and planning ahead.

So, you can pre-order your pieces online, and you’ll receive them within three weeks.

Find more sustainable H&M alternatives on Project Cece

Guess what? We brought hundreds of fairtrade brands in one place and added filters to simplify your choices, including Price and Material.

So, instead of jumping from one open tab to the next, you’re bound to find the right ethical H&M alternative for your budget and style right here:

Start shopping