In a way, H&M has become the victim of its own success.  By perfecting “fast-fashion” and getting trendy, cheap clothes to stores in record time, it’s clearly become a big-time innovator. But the side effects of success have been a series of unanswered, difficult questions about how sustainable and green H&M’s business model really is.

H&M is trying to change the public’s perceptions (or at least of my perceptions…) in a small way, it seems, having just launched the Garden Collection by H&M. According to a press release, all the clothes are made from the following materials:

• Organic cotton is cotton that has been grown without the use of hazardous chemicals.
• Organic linen is linen that has been grown without the use of hazardous chemicals.
• Recycled polyester is polyester made from PET-bottles or textile waste.
• Tencel is silky, renewable material produced with minimal environmental impact.

We’ve all got a long way to go when it comes to finding ethical fashion for ourselves, but H&M has further to go than most. Look — I don’t want to just be negative. Cheer moment: Go H&M! But keep going!

I hope the Garden Collection is the first of many efforts on their part to change more than just public perception. Reality matters too. And damage control, like the clothing-in-dumpster incident from last week, can’t continue to be Job One.