H&M first launched its worldwide Garment Collecting creativity in 2013 and has then collected over 40,000 tonnes of clothing. 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 and collect total volume of 25,000 tonnes per year by 2020.
An exciting film directed by Crystal Moselle was launched in support to the global Garment Collecting campaign, Bring It.
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 landfill.
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.
H&M’s ambition is to work towards a change in the way fashion is made to provide fashion and quality at the best price in a sustainable way.
The company works 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.