A Swedish introduction to H&M

Remix Digital Editor Isabelle Truman took a trip across the planet for a whirlwind week in Stockholm, ahead of H&M's highly anticipated New Zealand arrival. She reports back on this charming European hub and what we can expect from one of the world's most successful and sustainable fast-fashion brands...

Surrounded by water, Stockholm is made up of 14 islands connected by 57 bridges. The Royal Palace, home to the King of Sweden, sits in the city centre, overlooking the river and the entrance to the stunning historic old town, Gamla Stan. One afternoon spent walking through the city’s streets and Stockholm’s beauty is undeniable.

It’s really no wonder one of the most successful fast-fashion brands comes from Stockholm; the Swedish capital is nothing if not stylish. The first Hennes & Mauritz store, now known worldwide as 'H&M', opened back in 1947; now, the family owned business is in 61 markets with over 148,000 stores worldwide. By the end of 2016, 425 new stores will have opened, including the brand’s first foray into the New Zealand market.

With its massive expansion over the past five years, H&M’s offices have spilled into buildings all over Stockholm's city centre. A creative hub, the HQ comes complete with a sewing room - where everything from custom outfits for Katy Perry and Beyoncé, to the highly-anticipated designer collaborations are first made; a white room, filled with books and art for staff inspiration; and a vintage library, filled with to-die-for designer fashion – we’re talking Burberry coats and Chanel dresses here!

One of the best things about the Swedish-born brand is the huge global effort to reduce waste. In every H&M store worldwide, customers can bring in any old, unused or unwearable clothing for H&M to recycle. The brand then sends the old goods to a sorting plant where they either sell them on with all proceeds going towards sustainability, or break them down to create zero waste. The company has 200 people working on sustainability alone. Pretty cool.

Filled with cobblestone streets, storybook buildings, incredible museums and never-ending summer sunlight, the city of Stockholm is well worth a visit. The same goes for the first New Zealand H&M store, coming to Sylvia Park this Spring.

And what can we expect for our first taste of H&M? ‘H&M will bring something new to the (New Zealand) market in a variety of styles. The focus is on good fashion, good value for money, sustainability, and a good shopping experience,’ says Karl-Johan Persson, General Manager of H&M. 

Find H&M’s first New Zealand store at Sylvia Park, Auckland from October 1st. 

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