We know that reducing the washing temperature from 60 to 30 degrees can reduce energy use by 50%, still this isn’t necessarily common knowledge. This is why we started discussions with Ginetex, the owner of the current global standard care labelling system, in 2011. Our aim was to develop a common standard care label that encourages consumers to care for their clothes in a more conscious way. The Clevercare label is now available to all apparel brands globally. Since 2014, all products of all brands within the H&M Group carry the label