Overseas IDEO

Developing Zero-Plastic Paper Packaging

Contributing to the Reduction of Thousands of Tons of Plastic

The fashion industry exploded over the past two decades. Garment production has doubled since 2000, and plastics use has multiplied along with it. H&M, one of the largest apparel manufacturers in the world, wanted to grow more sustainably. One of its goals is to eliminate plastic from its packaging. Together, we have developed a new paper packaging system that is cutting thousands of tons of plastic from H&M’s operations, helping the company and its customers meet their sustainability goals.

H&M chief executive Helena Helmersson set ambitious sustainability goals when she stepped into her role. She wanted to reduce the fashion giant’s impact on the environment and enable meaningful growth. However, change is tough for any company, let alone one with eight brands operating across 74 markets. Together, IDEO and the H&M Group created new plastic-free packaging, rallying around a more sustainable packaging solution that is easily customizable.

By applying a design-led approach that went far beyond hiring a sustainability consultant, the H&M Group managed to reduce its use of plastic. However, it did not stop there. A small team called Design Studio took what it learned and grew into an established strategic capability that pioneers new ways of working within the organization, tackling complex challenges in circularity, inclusion, supply chain, and customer experience. Sustainability is not a passing trend for H&M. It is moving fashion forward.