In a typically Swedish socially responsible fashion, Hennes & Mauritz has announced a clothing collecting initiative as of February 2013.
In all its stores in all 48 countries, customers will be able to bring in used garments, with H&M committing to sustainability. Customers will get a voucher in return.
The company says it will accept items from all brands in any condition, reducing textile waste and overall environmental impact, and saving natural resources.
â€˜Our sustainability efforts are rooted in a dedication to social and environmental responsibility. We want to do good for the environment, which is why we are now offering our customers a convenient solution: to be able to leave their worn out or defective garments with H&M,’ says CEO Karl-Johan Persson.
The collected clothes are handled by I:Collect, which will reprocess the clothes and make the resources ready for reuse.
H&M says as much as 95 per cent of disposed clothes could be used again.
The company says, long-term, it wishes to ‘reduce the environmental impact of garments throughout the life cycle and create a closed loop for textile fibres.’ H&M Conscious Foundation has been set up to support innovation to find ways of closing the loop on textiles.
Last week, H&M announced an 11-piece men’s capsule range in collaboration of Brick Lane Bikes of East London, to be launched on March 7 in 180 stores worldwide. The range uses more sustainable materials, a development of the Conscious programme.