Fashion Future by H&M

Global retailer H&M, Hennes & Mauritz, celebrates Earth Day and encourages customers to become involved and make an impact towards a more sustainable fashion future with H&M’s Garment Recycling initiative and more sustainable fashion choices. Join the movement and bring your unwanted clothing to your nearest H&M store to give it a new life.

In return, participants will receive 20% off their next H&M purchase which they can use towards any of H&M’s more sustainable fashion pieces, worn by celebrities Jessica Alba, Olivia Wilde, Solange Knowles, Victoria Justice, Dakota Fanning, Maggie Gyllenhaal, Jennifer Lopez, Miranda Kerr, Kate Mara, Emmy Rossum, and more.

After learning the staggering fact that the vast majority of fabric can be recycled, yet 85% of all textiles end up in landfills each year, H&M became the first fashion company to launch a global garment collecting initiative.

With the aim to minimize waste going into landfills by finding a solution to reuse and recycle textile fibers for new use, all donated clothing is sent to a recycling facility where they will be given a new life. Since the launch in 2013, almost thirty million pounds of product has been collected.

H&M offers garments in every category made from more sustainable materials. As the world’s number one user of organic cotton, the brand is consistently evolving to source new materials and innovative processes. New fabrications such as PET bottles turned into recycled polyester, and assessments on methods such as testing and using less energy and water to create capsule collections such as H&M’s Conscious Denim collection, all work together to create a positive impact on our planet.

Most recently highlighted is H&M’s fourth Conscious Exclusive collection fronted by actress and humanitarian Olivia Wilde, which launched in stores on April 16th. The limited-edition collection, which embodies details derived from global influences and cultures, is made from more sustainable and recycled materials including recycled sequins and beads, recycled silk, and Tencel/Lyocell.

H&M, Olivia Wilde and Conscious Commerce celebrated the opening of the curated pop-up shop inside the Times Square location in which other sustainable and ethical fashion brands were invited to be a part of the movement towards a better fashion future.

Conscious partners include Amour Vert, Apolis, ClimateStore, FEED, FREEDOM OF ANIMALS, The Giving Keys, K/LLER COLLECTION, LSTN, PRESERVE, S’well, SHFT, Studio One Eighty Nine, ZADY. Ambassadors Rosario Dawson and Abrima Erwiah with Studio One Eighty Nine, Lauren Bush Lauren with FEED and Lily Kwong with Amour Vert, were on hand to greet customers.

«Being in the H&M Conscious Exclusive Pop-Up, curated by Conscious Commerce, is an extremely exciting moment because we are launching the H&M Conscious Exclusive collection which is at the forefront of the sustainable movement in fashion,» said Olivia Wilde. «… we thought why not pair the Conscious Exclusive Collection with brands that we at Conscious Commerce really love!»

Shoppers lined up to be the first to shop the H&M Conscious Exclusive Collection and were able to donate their clothes to H&M’s garment recycling program to receive a 20% discount and win a chance to meet Olivia Wilde, the face of the campaign.