We start with fast fashion because swedish clothing giant h m reports its results in a couple of hours time. Along with spanish rival zara it has transformed the Fashion Retail business over the last couple of decades by offering on trend designs at affordable prices. But there are growing pressures on the world of fast fashion. Its a vast global industry. H m now has almost 5,000 stores in 72 markets around the world. Zara owner inditex has twice as many. But new online only rivals are bypassing the high street altogether and beating fast fashion at its own game. The likes of boohoo can take a garment from concept to sale in as little as two weeks h m can take months. And the industry as a whole is also under growing scrutiny over its labour practices and sustainability. H m is reacting to public concern by pledging to use 100 recycled or sustainable fabrics by 2030. But the fast fashion culture means were throwing away the equivalent of a whole garbage truck of clothing every second,