H&M Begin to “Bring It”
By: Garry Knox
Scandinavian clothing retailer H&M has always had a good reputation for sustainability, particularly for a low priced fast fashion operator.
They now follow in the footsteps of other retail and social initiatives, to encourage the consumer to donate ‘Pre-loved’ clothes to either claim a reward or to benefit those in need.
Not since the Marks and Spencer ‘Shwapping’ initiative in conjunction with Oxfam, has there been such a high-profile scheme, to correct the balance of clothing going to landfill.
H&M launched its first worldwide garment collection initiative in 2013, and since then has collected more than 40,000 tonnes of clothing, working toward an annual target of 25,000 tonnes by 2020.
Their new campaign cantering around a brand-new film directed by Chrystal Moselle, will kick off their new Garment Collecting campaign. It launched on their website on January 26th.
H&M wants to close the loop on fashion by giving customers an easy solution to hand in unwanted garments, so they can be recycled through H&M’s garment collecting initiative. The “Bring It” film tells 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.
Close the Loop is a central commitment of H&M’s work towards a 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 fibres for new products. In turn this will help to save natural resources and ensure that zero garments go to landfill.