H&M wants to close the loop on fashion by giving customers an easy solution for unwanted garments – reuse or recycle them through H&M’s Garment Collecting initiative. By doing so, fewer garments go to landfill. A brand new film directed by Crystal Moselle will kick-off the next Garment Collecting campaign, “Bring It”, which will debut globally on January 26th on hm.com. The “Bring It” film explores the journey that unwanted garments go on after they have been collected in store. Through inspiring stories, the film illustrates how the lifespan of a garment can be increased to keep it in the loop for as long as possible.
H&M first launched its Garment Collecting initiative in 2013. Since then the company has collected over 40,000 tons of clothing. Today customers can bring any unwanted garments and textiles, from any brand and in any condition, to any H&M store, all year round and receive a 15% off voucher for their entire purchase. The goal is to increase the amount of garments collected every year, so that we reach a total collected volume of 25,000 tons per year by 2020. In the U.S. this year alone, H&M has set a goal to collect 2 million lbs. of unwanted textiles and garments.
In 2014 H&M also introduced its first Close the Loop collection made with recycled textile fibers – an important step in closing the loop on fashion. This spring, continuing on the innovations in recycled textile fibers, we will once again have pieces in our Denim collection made from recycled materials that come directly from the Garment Collecting program.
To provide fashion and quality at the best price in a sustainable way, H&M’s ambition is to work towards a change in the way fashion is made and enjoyed today. Close the Loop is a central commitment of H&M’s work towards a more sustainable fashion future. The aim is to create a closed loop for textiles, so that unwanted clothes can be reused and recycled to create fresh textile fibers for new products. In turn this will help to save natural resources and ensure that zero garments go to landfill.