Why do we use your personal data?

We will use your personal data to generate and send ads and promotions, including style and shopping recommendations, notifications, information, surveys, and invitations through multiple communication channels.

Ads, promotions, and other direct marketing communication will be distributed according to your preferences through e-mail, text messages, as well as displayed in your mobile app, social media channels or web browser. Please take note that all communication channels might not be available in your market.

To optimize online customer experience, we provide you with personalized ads and promotions resulting from algorithmic analysis and predictions of your preferences, interests, and behavior.

To be more efficient in our marketing communication we collaborate with different social media, search engine and advertising network providers ("Advertising Partners").

Please read more about our Advertising Partners below.

How do we use your personal data?

We only use data obtained directly from you, when you created your account, shopping with us, subscribing to newsletters or engaging with us in any other way.

We will never retrieve, use, and store personal data from data brokers or other external sources nor having access to such data for pursuing a marketing purpose unless we explicitly say so.

H&M Group collaborates with advertising partners such as Facebook, Instagram, Snapchat, Pinterest and YouTube for advertising on social networks and with Google for online advertising networks such as Google Ads and Google Marketing Platform.

Advertising partners use cookies and similar technologies to trace your usage of our websites and services by accessing data stored on your device or in apps.

Read more about cookies and other tracing technologies in the Cookies' section of this Privacy Notice.

Advertising Partners

H&M Group collaborates with Advertising Partners, such as Facebook, Instagram, Snapchat, Pinterest and Google.

Our Advertising Partners enable us to identify and engage with the right target audience, to create and distribute personalized marketing content across platforms and services. To be able to choose the content that fits your interests, we can use information obtained from you when you signed-up for newsletter or created an account or made a purchase with us. We may share this information and a customer identifier, e.g., an encrypted email address or device id, with third parties such as Facebook and Google. The purpose is to show relevant ads to you on third party websites and apps. In order to do this, your data is matched with the database of the third party. If a match is found, you will receive promotional and relevant content in your feed or search engine. If no match is found your data is securely destroyed. We take our responsibility to protect the personal data of our customers very seriously and would like to reassure you that this personal data is handled in a secure manner using a technique called hashing. This ensures your data is scrambled in a manner that makes it unreadable to anyone other than the recipient for the explicit given purpose.

We may also link this data through the various devices you use, as well as process data about the ads for example, if you clicked on an ad and then made a purchase. The purpose is to measure the impact of the ad and to enable ad billing.

We also collaborate with Rakuten for affiliate (influencer) marketing and to drive traffic to our web sites.

Each Advertising Partner is responsible for their part of the processing as controllers, including (if any) transfers of personal data to non-EEA countries.

Who has access to your personal data?

We may share your personal data within the H&M Group whenever necessary to fulfil the intended processing purpose. For the same reason, personal data is also shared with suppliers carrying out certain tasks exclusively on our behalf, such as data analytics and marketing content creation. H&M Group is always fully responsible for its suppliers.

We may from time to time also share personal data with independent third parties, such as Advertising Partners, media agencies and electronic communication providers. Please be aware that many of these recipients have an independent right or obligation to process your personal data as controllers.

What is the legal ground to process your personal data?

We will obtain your consent before we send you newsletters through e-mail and text messages.

We will ask for your prior consent regarding marketing that is based on cookie data or other tracking technologies.

If you're an account holder or a subscriber you may hear from us in other channels, such as social media or through surveys. For this processing we rely on our legitimate interest as a business to promote our ads to you.

How long do we keep your data?

H&M Group will process your data no longer than necessary to provide you with ads, promotions, and other direct marketing messages.

We will cease processing your data for marketing purpose once you have closed your customer account, actively rejecting further marketing communication from us. Thereafter your data will be permanently erased.

How to exercise your rights

You have the right to exercise your rights against H&M Group to such personal data vested in our possession and control.

You have, at any time, the right to withdraw your consent for marketing purposes, or object to it if the processing is based on our legitimate interest.

Your consent withdrawal or objection to further marketing communication means cease of all future ads, promotions and other marketing messages originating from your requested brand of the H&M Group, including the underlying processing of personal data for this purpose.

If you, however, continue to receive marketing communication from us displayed in your social media feed or web browser, this is a matter entirely between you and your platform provider.

You can withdraw your consent or object from further marketing communication by the following means:

* following the instruction in each marketing post/email,

* by editing the settings of each of your H&M Group brand account

* configurate the privacy settings on your social media account or browser, or

* contact Customer Service, customerservice@arket.com

Read our General privacy notice

Materials

SPINNOVA® FIBRE

Materials Made in Finland from FSC-certified wood using minimal water and chemicals, SPINNOVA® fibre is one of the most sustainable textile materials available.

For us working at ARKET, SPINNOVA® is such an exciting new material to design with. Using their innovative wood-based fibre, we can knit or weave soft fabrics with the stretch and strength qualities of cotton and the warmth of lamb’s wool, but with only a fraction of the environmental footprint compared to conventional materials.¹

Based in Jyväskylä in central Finland, Spinnova has innovated a technology that enables making textile fibre from wood pulp without the chemicals or water-intensive processes that go into producing other textile fibres such as cotton, viscose or lyocell.

The material is made by first grinding wood pulp into a paste² which is then mixed with water and spun into a white textile fibre – without chemicals or chemical dissolving – that is ready to be spun into yarn and woven or knitted into fabric.

The same technology can also process waste materials including textile waste, leather waste and cereal straw into new fibre, making it a truly circular alternative, and one of the most sustainable textile materials available.

The Spinnova process uses 99 percent³ less water compared to cotton production, results in zero waste and creates minimal carbon emissions. The material can also be recycled over and over without losing quality.

A new innovation just recently launched, SPINNOVA® fibre is commonly blended with other materials such as cotton or wool to tailor the product properties and increase volumes but replacing even a portion of other non-circular fibres with SPINNOVA® contributes to reducing the footprint of the final product.

ARKET’s first project with Spinnova – launched in spring 2022 – is a new rendition of one of our signature men’s overshirts made from a combination of 18 percent regenerated cellulose and 80 percent certified organic cotton.

¹ ”Comparison of polyester, cotton, viscose and Spinnova fiber”, Simreka, 2020.

² This paste is called microfibrillated cellulose, MFC.

³ The water use of Spinnova fibre is 20L/kg fibre, while cotton production has an average use of 3880L/kg fibre.

About MATERIALS § Search

about Materials

Gotland Wool

This product is knitted in Italy from the undyed grey wool of the Gotland sheep, a domestic breed named for the Swedish island of Gotland in the Baltic Sea.

TEXLOOP™ RCOT™ PRIMO RECYCLED COTTON

By carefully preserving cotton fibres from textile waste and spinning them with certified organic cotton, Los Angeles-based Circular Systems creates the world’s most premium recycled cotton yarn.

Responsible Wool Standard (RWS)

Responsible wool guarantees animal welfare and promotes environmental care on the farms, as well as a progressive and more sustainable use of the land.

Recycled cashmere

Our cashmere products are made using a special blend of recycled cashmere and responsible merino wool, which has a considerably lower environmental impact compared with conventional cashmere.

Recycled polyester

Recycled polyester is made from post-consumer PET derived from plastic bottles. Strong, durable and moisture-resistant, it holds the same properties as conventional polyester.

Upcycled Down

Our collection of lightweight down-padded outerwear and accessories, offering superior natural warmth from reclaimed materials.

Yak

Yak is a superfine luxury fibre that is warmer and softer than merino wool and more breathable than cashmere.

Econyl

A high-tech and high-performance material made from nylon waste, such as discarded fishnets and textile leftovers.

Alpaca

Alpaca is an airy and lightweight fibre with surprising strength and elasticity. It is especially suited to sensitive skin due to its smooth surface and lack of lanolin oil.

Tencel® Lyocell

TENCEL® is a semi-synthetic material made using sustainably sourced wood pulp. Cool and silky soft, it is used in a wide range of products from blouses to activewear and children’s clothes.

Rise Algae Foam

Made from repurposed algae biomass and bio-based additives, Rise by BLOOM algae foam reduces the use of petroleum-based EVA and helps maintain healthy marine ecosystems.

Brass

Our jewellery is crafted from gold- or silver-plated recycled brass which helps to conserve natural resources and prevent new mining. Brass can be recycled infinitely without losing quality, making it ideal for circular design with timeless beauty.

Polyamide

Recycled polyamide helps to divert waste from landfill and reduce our dependence on fossil materials. It produces a strong yet lightweight fabric that resists moisture and withstands heavy wear and tear.

Kapok

Kapok is a renewable cellulosic fibre obtained from seed pods and bark of the Kapok tree. The fibre is harvested by hand from wild-growing trees that do not require additional watering or pesticides.

Leather

Leather tanned using vegetable or synthetic extracts instead of chromium sulphate. This process reduces pollution, promotes clean water, and improves working safety.

MWOOL® RECYCLED WOOL

MWool® is a premium recycled wool produced in Tuscany from recovered knitwear garments, fabric scraps and waste from the local textile industry.

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Materials

SPINNOVA® FIBRE

Materials Made in Finland from FSC-certified wood using minimal water and chemicals, SPINNOVA® fibre is one of the most sustainable textile materials available.