"A conscious choice towards a more sustainable, fur-free future."

"Becoming fur-free is the first small step of our journey, with the goal of having a positive impact on the fashion industry."

"Fur is not modern."

“Fur-free is not a trend, it’s an attitude and a decision on how you want to run your business."

“Our goal is to act as an industry-wide catalyst for change.”

"Technological progress allows us to have valid alternatives to fur at our disposition."

"H&M prides itself on providing sustainable fashion."

“We are proud to be fur free and our customers appreciate it.”

"We use animal friendly products to inspire the next generation with a new kind of luxury."