And Other Stories sustainability

Buzzwords:
- Greenwashing

Personal anecdote:
- Recently I have been obsessed with a shop called and other stories. I am 21 years old
and going through a transitional phase where I don’t want to no longer look like a
teenager. And Other Stories has a Nordic feel, making your everyday items feel
elevated and sleek. However, I was stunned to find out that And Other Stories
actually belongs to the H&M Group, a notorious contributor to the landfills and
cheap labour in low income countries. This led me to be shocked. And Other Stories
is a relatively expensive store, and the sleek interior of their stories gives the feel you
are walking into a relatively expensive boutique. This led me to ponder to despite
And Other Stories being a subsidiary of H&M is still an ethical brand or is it an
overpriced version of H&M marketed to reach the middle class looking to expand
their interest from famous fast fashion brands?

& Other stories history:

The Guardian : https://www.theguardian.com/fashion/2013/mar/08/regent-street-retail-
other-stories

“The concept for the brand, and its website www.stories.com which launched
at midnight, came from the notion of women creating their own look inspired
by multiple, often personal, sources such as eBay, their parents of
grandparents wardrobes, thrift stores and fashion brands.”

https://www.peterfisk.com/gamechanger/other-stories/

The brand concept emerged from an internal H&M plan to launch a premium beauty brand.

The business was hesitant at first. “They said, ‘It looks exactly the same as H&M – you say
you’re going to do beauty and shoes and ready to wear and accessories’ and we said ‘we
know, but it will be founded in 2013 so believe us, it’s going to be different’. They said, ‘OK,
let’s do it’ and that’s how it all got started,” she continues

And Other Stories website:

 And others stories aims with sustainability:
“By the end of 2025, 100% of all our animal hair, including cashmere, alpaca and
yak, will either; 1) come from farms with good animal welfare practices that are
certified to a credible standard; 2) come from recycled or regenerated sources; or
3) be replaced with other sustainable, non-animal fibers.”
 And others stories on their page has a page with how to self care clothing items.
Does not explain how it contributes to sustainability.