Ikirango cyo muri Suwede H&M gisohora urukurikirane rw'amashusho mashya kugirango bamenyekanishe icyegeranyo cya 2013. Wibanze ku cyifuzo cyiza kandi gisanzwe cyigihembwe gishya, umunyamideli Wouter Peelen wambaye imyenda yerekana imyenda ibiri yuzuye amajwi yuzuye umukungugu cyangwa amabara yubururu bwimbitse, mugihe amasano ashushanyije cyangwa amashati yacapuye asubiramo igitekerezo cyo kwambara bisanzwe hamwe na kuzunguruka. Yiyamye ku gitanda cyuzuye cyangwa yifotoje hejuru y'urukuta rwa sorbet, Wouter yiteguye gukubita umujyi mu myenda ye mishya itagira amakemwa, ahuza imiterere gakondo hamwe na verisiyo isanzwe ya koti ebyiri.