H&M’s latest sustainable campaign, World Recycle Week, scheduled to be held from April 18 to 24, is part of the fashion retailer’s goal to ‘close the loop’ in fashion by recycling garments to create reusable textile fibres and aims to collect and recycle unwanted clothes.
The Swedish retailer hopes to collect 1,000 tonnes of unwanted garments from customers in its more than 3,600 stores worldwide during this period.
According to an H&M statement, “The long term goal is to have zero garments going to landfills, as well as saving on natural resources. All textiles are welcome including odd socks, old towels, or the dress with a hole as nothing is too torn, worn, or used for a second life. By recycling just one T-shirt, 555 gallons of water can be saved; imagine the impact of 1,000 tons of garments collected during World Recycle Week.”
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To help raise awareness, H&M intends to create a video campaign, starring MIA. The move is intended to generate a global movement towards safeguarding the planet from hazards produced by clothes being going into landfills. The brand is all set to launch its exclusive video highlighting the environmental impact of clothing going into landfills around the world on April 11 on the H&M’s website. The video, will feature a diverse supporting cast, including models, actors, dancers, and social media mavens, encouraging everyone to participate in the call to action.
Since its launch in 2013, H&M’s Conscious Actions for sustainability has managed to collect over 25,000 tonnes of clothes. In 2014, the brand introduced its first collection using recycled fibres from the donated garments to create a “Close the Loop” collection.