H&M tries to redo its look with a used clothing collection campaign

Perhaps it will be due to a rediscovered "green" spirit. Or more likely to regain the trust of its customers after the scandal of clothes thrown in piles on the street. The fact is that the Swedish fashion giant H&M has decided to launch a project for the collection of used clothes on a global scale. This was announced in a note explaining how the initiative will contribute to safeguarding natural resources, limiting the amount of textile waste and reducing the environmental impact.

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Maybe it will be for a rediscovered "green" spirit, or, more likely, for regain the trust of its customers after the scandal of clothes thrown in piles on the street, the fact is that the Swedish fashion giant H&M has decided to launch a project for the collection of used clothes on a global scale. This was announced in a note explaining how the initiative will contribute to safeguard natural resources, limiting the amount of textile waste and reducing the environmental impact.

The company announces that it will accept clothing of any brand and in any condition, starting from the beginning of February, in all its stores. For each bag deposited, the customer will receive a good for a future purchase H&M worth 5 euros valid for a minimum purchase of 40. The garments collected will then be managed by I: Collect, a company that deals with reuse clothing materials.

Sustainability, explains the company, "is an integral part of the company and the goal is to reduce the environmental impact produced by garments over their life cycle". “Our commitment to sustainability is being implemented both socially and environmentally. We want to contribute to the protection of the environment and that is why we are offering our customers a convenient solution: to be able leave their worn or defective clothes to H&M”, Adds Karl-Johan Persson, CEO of H&M.

Tons of textiles end up in landfills every year. However, 95% of this waste could be used again: re-worn, reused or recycled according to its conditions. The goal, in the long run, is therefore precisely that of reduce the environmental impact generated by clothing. Thus, H&M also aims to find technical solutions that make it possible to reuse textile fibers on a large scale. Even if that doesn't change the fact that it mostly sells disposable clothes. And, at times, not very sustainable.

Roberta Ragni

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