Danish sportswear brand Hummel launches recycling programme

As part of the initiative, Hummel has partnered with sustainable fashion company Create2Stay. The firm will be responsible for sorting, refurbishing, and recycling the returned items. Those in good condition will be restored to a sellable state, while more worn-out pieces will be responsibly recycled into raw materials for new products.

In the face of the mounting throwaway culture, where old clothes and shoes often end up discarded to make way for new ones, Hummel is now offering customers a way to breathe new life into their old sportswear. Whether it is an old training jersey, a pair of worn-out shoes, or a snowsuit, these items can now contribute to a circular economy rather than adding to the landfill, the company said in a media release.

The new initiative is part of Hummel's broader sustainability strategy and responds to the global call for brands to be more environmentally conscious.

Allan Vad Nielsen, CEO of Hummel, stated: “We want to take responsibility for the products we introduce into the market, and we seek to do this by actively working towards reselling or reusing our customers’ old Hummel products when they return them to us.

“Our primary objective is to prolong the lifespan of our products and, more importantly, inspire our customers to take part in the circular economy. We want our customers to be mindful of their existing clothing, and thus, we strive to reward them every time they help us give new life to our old products.”

Fibre2Fashion News Desk (KD)