H&M Calls For A Global Movement To Collect Used Clothes With Its New “Bring It” Campaign

H&M first launched its worldwide Garment Collecting initiative in 2013 and since then the company has collected over 40,000 tonnes 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 around. The goal is to increase the amount of garments collected every year to reach a total collected volume of 25,000 tonnes per year by 2020.

A brand new film directed by Chrystal Moselle will kick-off the next Garment Collecting campaign, “Bring it”, which will debut globally on 26 January at hm.com. The campaign raises awareness on the importance of garment recycling. H&M wants to close the loop on fashion by giving customers an easy solution to hand in unwanted garments so they can be reused or recycled through H&M’s garment collecting initiative.

By doing so, less garments go to landfills. 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. 

See link for the video| https://youtu.be/7i4JSzB8VlU

In 2014, H&M also introduced its first Close the Loop collection made with recycled textile fibers - an important step in closing the loop for fashion. 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 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. The Garment Collecting Initiative is available in all H&M stores in all markets.


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