H&M Tackle Textile Waste By Launching First Global Clothes Collecting Initiative

06 December 2012 by

H&M are red hot on sustainable fashion. You might remember the eco-friendly red-carpet line the brand launched back in April, which featured glamorous looks all made from sustainable materials including organic cotton hemp and recycled polyester. None other than Hollywood heavyweight Michelle Williams wore one of the designs to the Bafta Awards early this year and Amanda Seyfried followed suit when she appeared on the red carpet in an electric blue short-suit from the collection.

Amanda Seyfried and Michelle Williams are already fans of H&M's eco initiatives

Now H&M are tackling textile waste by having a global clothes collection. We all have clothes stuffed to the back of our wardrobes we have never worn or the opposite, clothes you have worn so much you don't want to wear it again - and how do you fight the wardrobe blues? By dumping them in the bin? Or by recycling them? Every year tonnes of textiles are dumped in landfills and 95 per cent could have been reused or recycled. Yikes, that's a LOT of waste.

H&M are here to tackle this problem. At 48 of H&M's global markets, you will be able to hand over unwanted clothes (by any brand not just H&M) in exchange for discount vouchers. This is a huge project for H&M, as it is the first store to ever roll out a collecting event worldwide.

So how does it work? In February you can take in your clothing and will then be given a £5 discount voucher for each bag you donate. Then your clothes will be taken by I:Collect (H&M's partner) which will enable the garments to be reprocessed and ready to be used again. H&M is trying to find a way to reuse and recycle textiles on a big scale so have set up a Conscious Foundation to help tackle the textile problem.

H&M's CEO Karl-Johan Persson said: 'Our sustainability efforts are rooted in a dedication to social and environmental responsibility. We want to do good for the environment, which is why we are now offering our customers a convenient solution: to be able to leave their worn out or defective garments with H&M.'

So if you've got any clothes stuffed in the back of your wardrobe, don't just chuck them in the bin. You never know you might spy Michelle Williams or Amanda Seyfried handing over their H&M red carpet looks come February.


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