As part of this year’s World Recycle Week (April 18-24), Swedish high-street fashion giant H&M is aiming to collect 1,000 tonnes of unwanted clothing from customers through its 3,600 stores worldwide.
Coinciding with Fashion Revolution Week – an event organised to commemorate the 2013 Rana Plaza garment factory collapse in Bangladesh and envision a better fashion industry for the future – H&M’s campaign represents its biggest ever push to collect clothes for recycling as part of its Close the Loop textile initiative.
H&M has offered its Garment Collecting Scheme since 2013, and last year’s Conscious Actions Highlights included the collection of more than 12,000 tonnes of garments in-store, which equates to 60 million new T-shirts.
This month’s global initiative is supported by a high-profile collaboration with British artist M.I.A, who has written a track called Rewear It exclusively for the brand. The accompanying video features social media influencers including American model/activist Cameron Russell and Swedish twins Victoria and Elizabeth Lejonhjärta.
Adding an extra incentive to participate in the scheme, H&M is offering a 30% discount on all purchases for customers who drop off used items during World Recycle Week.
For more on recycling initiatives and sustainable style, see Honesty A/W 17/18, One to Watch: Bethany Williams and Sharewear: Sweden’s Clothes-Sharing Initiative. Also look out for our New Fashion Landscape report publishing this summer, which explores sustainability initiatives among other topics shaping the industry’s future.