Sustainable fashion has been one of H&M's concerns for a long time. Their H&M Conscious seven commitments include Provide fashion for conscious customers, Choose and reward responsible partners, Be ethical or Be climate smart, amongst others. The one that refers to the Fashion Recycling Week initiative has to be the Reduce, reuse, recycle commitment, obviously.
For this very first edition, H&M asked the London College of Fashion to collaborate. The second-year students are in charge of several window installations they had to create with clothes coming from the retailer's Garment Collecting Initiative: London, Manchester, Leeds and Edinburgh a some of the eight H&M locations where the Fashion Recycling Week will run from 31 August to 6 September.
In Covent Garden's piazza, unwanted clothes will be collected in a huge box, discount vouchers being given in return. There will be a game going on too. Just guessing how many clothes were used for each installation and posting your answer on Instagram, with the hashtag #CloseTheLoop and a @hm tag, may allow you to win a £250 H&M voucher.
*Photo: The London College of Fashion
News in the same category
As well as being a simple carrier bag, the "Rag Bag" becomes an envelope to send old clothes to charities. This initiative by the ready-to-wear brand, Uniforms for the Dedicated also has an ecological aim.
With its smartphone, the company, "Fairphone" is committed to fair trade in the mobile phone sector. Thus, it wants to be open about circuits, costs and production sites, and support the recycling of its products.
Asda and the Social Investment Scotland just redistributed £172,000 from the supermarket's carrier bag funds, helping various community projects across Scotland.
To find its customers where they least expect it, the American cosmetic brand, Benefit, is installing vending machines developed by ZoomSystems. In the shape of pink buses, they contain the brand's best sellers.
