Karl John Persson, chief executive of H&M, third, whose family keeps the helm of fast fashion company, told Bloomberg that he was concerned about encouraging consumers to protest "stop doing things, stop eating and stop flying."
"Yes, this may have a very small impact on the environment, but it will bring terrible social consequences." Persson said.
In recent years, the fashion industry has been touted because the industry produces 10% of the world's greenhouse gas emissions through manufacturing and distribution through water production, distribution, textile waste and the social burden of low quality working conditions.
Persson said, "climate matters are very important." "This is a great threat, and we must all take it seriously - politicians, companies, individuals."
He continued: "at the same time, eradicating poverty is at least as important a goal."
H&M also has Cos, Weekday, H&M Home and Arket brands, has been one of the most vocal companies, is committed to reduce the negative impact of fast fashion.
Persson said fashion retailers should strive to improve sustainability, but they must continue to push sales.
Persson told Bloomberg: "we must reduce the environmental impact." "At the same time, we must continue to create jobs, get better health care and all the benefits of economic growth."
Persson added that he was mainly concerned about the development of "environmental innovation, renewable energy and improved materials", such as the company's plan to launch solar panels for factories and to engage in unconventional but sustainable fabrics, such as orange peel.
Vogue Business had previously reported that the company began to explore structural changes when sales and profits declined. By the beginning of 2018, the company had not sold 4 billion 300 million dollars in clothing, and the retailer has been developing successfully for nearly 20 years and has become the second largest clothing company. The world.