Sweden : H&M's 'Bring It' campaign focuses on garment recycling

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H&M's 'Bring It' campaign focuses on garment recycling

27
Jan '17

Courtesy: H&M

Swedish apparel retailer H&M has launched ‘Bring It’ campaign to create awareness on the importance of recycling garments. H&M first introduced its worldwide garment collecting initiative in 2013, and has collected over 40,000 tonnes of clothes from across the world. The brand has set itself the target of accumulating 25,000 tonnes per year by 2020.

H&M had released a brand new film directed by Crystal Moselle to kick off its garment collecting campaign. 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 aims to create a closed loop for textiles, so that unwanted clothes can be reused and recycled to create fresh textile fibers for new products. The company intends to provide fashion and quality at the best price in a sustainable way. Through its garment collecting initiative, H&M will try to close the loop on fashion by giving customers an easy solution to hand in unwanted garments so it can be reused or recycled. In 2014, H&M had introduced its first Close the Loop collection made with recycled textile fibers - an important step in closing the loop for fashion. (RR)

Fibre2Fashion News Desk – India

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