H&M Close the Loop

H&M, Hennes & Mauritz, released an inspiring film emphasizing that there is only one rule in fashion – to recycle your clothes! Starring icons Iggy Pop, Pardeep Singh Bahra, Loza Maleombho, and Daniel Lismore, the piece supports H&M’s Close the Loop collection and Global Recycling initiative, which to date, has recycled more than two-hundred sixty billion pounds of unwanted clothing. Aligning with the brand’s efforts to create a more sustainable fashion future, H&M has also teamed up with DoSomething.org to launch the «Close the Loop College Cup» competition, focusing on recycling amongst U.S. college campuses.

The film clearly shows that there are no rules in fashion but one, to recycle your clothes. H&M’s mission is to create a closed loop in fashion, with the ambition to emphasize that you can break the fashion rules as long as all unwanted clothes do not go to waste. Singer Iggy Pop narrates and stars in the film, alongside additional influencers such as Blogger Pardeep Singh Bahra, emerging Designer Loza Maleombho, and Artist Daniel Lismore. By collecting old clothes and turning them into new, updated styles, instead of letting them go to waste, we can completely change the way fashion is made. This will reduce the need for virgin resources; as well as minimize the impact fashion has on our planet. In 2013, H&M was the first fashion company to launch a global Garment Collecting initiative.

The «Close the Loop College Cup» competition, running September 3^rd through October 1^st, has invited fifty colleges from around the country to compete to collect the most clothing to recycle at local H&M stores through H&M’s Garment Collecting initiative. Ambassadors from each school will lead their teams and classmates by collecting and recycling unwanted clothing around their campuses to be eligible to win a $2,000 scholarship, new laptops, and other compelling prizes for their teams and school.

Coming off the heels of H&M and DoSomething.org’s second annual Comeback Clothes campaign this spring, the companies are excited to announce that cumulatively, Comeback Clothes has prevented nearly one million pounds of clothing from ending up in landfills. Rising star, Victoria Justice, served as the face of the second annual «Comeback Clothes» campaign, and starred in the Public Service Announcement as well as recycled her own clothes.

All H&M stores globally accept clothing and textiles of any brand, in any condition, year round that can be recycled in their garment recycling boxes.  H&M encourages everyone to spread the word, and don’t let fashion go to waste, by sharing the film socially.