Creator studio

better merch, better planet

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our promise
Whether it's a single t-shirt or 1000, we're committed to being a responsible merch platform.
Our journey to responsible merch begins with replacing 'minimum order quantity' to a situation where demand leads supply. Your designs live online until one of your fans makes a purchase, only then will we print the merch. You don't need to hold stock, there's zero waste from overproduction, and no startup costs.
Creator Studio - Image
Creator Studio - Image
DTG VS. THE WORLDprinting with love
DTG Printing is essentially a big inkjet printer for garments. It's a process that's perfect for custom merch as it can produce intricate, detailed designs of high quality. It can also be standardised on a global scale, which lets us use different local production partners close to your fans, without compromising quality. The colour matching is controllable, and it uses water-based inks, which are less harmful to our environment.
GLOBAL & LOCALlowering emissions
Making things to order is great. Making things to order in hubs close to your customers is even better. As part of the H&M Group, you can tap into its global production network and use our tech to get your merch printed closer to your fans. This means lower emissions, plus quicker production and fulfilment for your fans. It's a win-win for the planet and people.
Creator Studio - Image
Creator Studio - Image
TRUE BLANKSdesigned for longevity
As a part of Creator Studio, your merch is made on True Blanks, our merch fashion label, made with 100% organic cotton and recycled polyester. Like our chain of print hubs, the entire production chain is owned and controlled by us, so we can monitor and control every stage, to secure the quality of each garment. A higher quality blank means a longer product lifecycle and happier fans.
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The Organic Content Standard (OCS) applies to a product with 95-100% organic material. During the certification process, our suppliers are examined to make sure the cotton they source, use and work with is organic.
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The OSC Blended Standard applies to products that have between 5-100% organic material. It secures the quality and confirms the percentage of organic material being used during the production of a garment made from a blended textile.
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A certification from the FSC (Forestry Stewardship Council), products with this certification are made using a mix of materials from FSC-certified forests, recycled materials and/or other FSC controlled woods.
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SOURCINGmaterial integrity
H&M Group is committed to sourcing raw materials in a sustainable way, considering social and environmental impacts. Raw material production and sourcing must be in line with local and international laws and standards, and must not lead to degradation or destruction of ecosystems and biodiversity. Securing our supply of raw materials from an ethical perspective is also an important part of the H&M Group's business model.
We are committed to ensuring that the natural raw materials used in our products are produced in a way that contributes to sustainable development, respects human rights, preserves natural resources, and helps maintain biodiversity. No vulnerable or endangered species must be used.
Creator Studio - Image
Creator Studio - Image
RECYCLED POLYESTERclosing the loop
All the polyester we use is recycled. It has the same properties as conventional virgin polyester and is strong, durable and moisture-resistant. Virgin polyester is an artificial fibre made from oil, which is used widely around the world. Recycled polyester is a more sustainable option from oil-based waste, such as PET drink bottles, to help prevent plastic waste from ending up in landfills.
ORGANIC COTTONresponsibly cultivated
The cotton in True Blanks garments is 100% organic. Organic cotton cultivation benefits the environment in many ways. It doesn't use chemical pesticides and insecticides, improving soil condition, lowering greenhouse gas emissions, strengthening biodiversity, and improving cotton growers' health.
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fcs-certified packaging
Creator Studio - Image
a brown bag with superpowers
Your merch will be shipped in fully-recyclable and reusable packaging that's been developed by the H&M Group. Plastic-free without compromising on the protection of its contents, the packaging comes in four sizes to reduce waste and is FSC C117673-certified. To date, 90 million of these packages have been sent, which is a huge step towards a completely plastic-free delivery system.
made well
made well
machines & inks
Our print hubs play a large role in making responsible products, specifically the printers and ink they use. The entire Creator Studio print network uses the latest Kornit Atlas digital printers, among the most advanced and robust print machines in the industry.
Aside from the reproduction of images, the printers use Kornit’s proprietary ink formulation, Neopigment. This ink is water-based and eco-friendly, with an industry-leading white opacity and consistent vibrancy across the colour gamut.
For you, the creator, the output of these printers and ink is a strong colour fastness, high elasticity and resilience against cracking. And, while we do have a soft spot for heritage screen printing, this is the kind of print that merch dreams are made of.
mindful merch
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Making your merch with Creator Studio means you're also benefiting from the H&M Group's investments into responsibility within its fashion chain. These investments have a central goal of net-zero emissions by 2040, with a minimum reduction of 20% by 2025.


We advocate fairness, equality and human rights and only work with organisations and companies that share these values. The same goes for our collaborators across our supply chain, from fibre production to printing and fulfilment. Based on the decades of research and development invested by the H&M Group, our partners' ethical and social credentials are fully vetted and checked frequently.


Our production partners and their businesses have been selected very carefully as part of the H&M Group's work towards responsible fashion. In addition to the output, we examine how they use energy, where it comes from, and the quality of their waste and resource management. These progressive partners share our view that everything we do together should positively impact our world.