The new programme, called Looop will transform unwanted garments into new clothes.
Opening to the public earlier this week at a store in Stockholm, Looop is the first garment-to-garment recycling system that has been show in store by a fashion retailer. Customers have the opportunity to watch their old textiles be recycled into something new. The launch of Looop is part of a bigger plan, H&M have talked in the past about their ambition to become a fully-circular and climate positive brand.
Looop uses a technique that dissembles and assembles old garments into new ones. The garments are cleaned, shredded into fibres and spun into new yarn which is then knitted into new fashion finds. Some sustainably sourced virgin materials will need to be added during the process.
Pascal Brun, Head of Sustainability at H&M, commented: “We are constantly exploring new technology and innovations to help transform the fashion industry as we are working to reduce the dependency on virgin resources. Getting customers on board is key to achieve real change and we are so excited to see what Looop will inspire.”
