Roughly 30,000 articles of clothing will initially be available on H&M’s resale site. ThredUp is responsible for powering the site and restocking it with H&M pieces sent in by users.

Other clothing retailers, including InditexZara

Kammerzell said H&M viewed resale as part of its wider push toward sustainable practices, which has also included launching a denim collection made with recycled materials and a program that offers coupons to customers who bring in clothing for recycling.

The company has previously been criticized for marketing its clothing as more eco-friendly than it actually is, when a 2022 lawsuit accused H&M of ‘greenwashing’ for displaying sustainability scores that falsified information on how the clothing was manufactured.

An H&M spokesperson said the company is continuing to investigate “irregularities” in the scores and removed them from its website after the coalition that developed the scoring metric paused its use.

Some critics say that efforts by H&M and other large retailers to enter the resale market are undercut by the volume of clothing they produce. Lucy

H&M does not currently plan to slow its clothing launches or reduce the overall number of items it sells, according to Kammerzell. “We are in a business that produces things, so it’s not really about our volume of production,” she said. “It’s about how you’re designing and producing for circularity.”