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Consumerism had led to the concept of 'fast fashion' - the business within the fashion industry that thrived on cheap and speedy production of low-quality clothing that met the latest trends. H&M had a robust supply chain and cutting-edge technology that helped it to become one of the leading fast fashion companies. H&M's supply chains were fast and its apparels were affordable due to the low cost of labour from overseas. That gave the company a competitive advantage. However, its apparel manufacturing process was depleting the natural resources and damaging the environment. The clothes were being manufactured, used, and discarded very quickly, making clothes more of a commodity than keepsake and customers expected a constant stream of new clothing. However, as time passed, the consumers became more conscious of the environment and started to shun fast fashion, and H&M also started several initiatives to mitigate the damage. It focused on circular business models that incorporated reuse and recycling. Would H&M's sustainability initiatives be enough to compensate for the environmental damage?