Why H&M is failing to resonate with consumers? Image via H&M Despite making positive strides towards sustainability, H&M still bears the brunt when it comes to consumer opinion on which brands are the most eco-focused. Wolff Ollins global chief executive officer Sairah Ashman questions why. Rewind back to 2010 when H&M first launched its Conscious Collection of clothing made from organic cotton, recycled polyester and other sustainable materials. That same year, the Garment Collecting initiative was unveiled, with the aim of closing the loop for textiles, making H&M the first fashion company to collect old textiles in stores globally for reuse and recycling.