United States – Fashion retailer H&M has joined forces with international singing star M.I.A. for World Recycle Week, which is taking place from April 18 to 24.
The aim of the project is to collect 1000 tonnes of garments from customers across the company’s 3600 stores worldwide so that the recycled textile fibres can be utilised in new products.
Since 2013, H&M has been inviting its customers to bring unwanted and worn-out garments and textiles – from any brand and in any condition – to its stores, in return for which they receive vouchers that can be used in H&M shops; over that period, the fashion retailer has collected more than 25 000 tonnes of clothing.
In 2014, the company introduced its first garments that incorporated recycled textile fibres as part of its commitment to closing the textiles loop in order to promote sustainability. For this latest initiative, M.I.A. has filmed an exclusive music video highlighting the environmental impact of clothes going to landfills around the world.