A few years ago, there was a fashion-makeove televisionserie in which a candidate was given a completely new wardrobe if she agreed to get rid of her existing clothes. (shoes, bags, accessories). The clothes were destroyed in a shredder. The candidate was almost crying, but she liked the idea of getting a new wardrobe and style. The TV viewers watched in disgus: all her clothes were pulverized....
Zero waste, please
The candidate didn't exactly have a sophisticated style, but maybe someone else would have been happy with the clothes. Or it could have been a small effort to bring the clothes to a thrift store. Or maybe a lot of clothes could have been given a second life through creative upcycling by seamstresses like us and you.
Nowadays, most people bring their clothes to thrift stores or Humanitas containers. But a lot of clothing are still thrown away, which is a real pity and a waste of materials.
At H&M, a different kind of shredder has been born for recycling instead of destruction!
Hip hip hooray for LOOOP!
Since October 2020, H&M has a new recycling device named: LOOOP.
LOOOP is made to clean the clothes, shred them into fibers. The fibers are used to spun threads, which can be used to create new sweaters, jackets, bags, scarves, etc. The system does not use chemicals and water and is therefore very environmentally friendly.
H&M and sustainable fashion
H&M is innovative and shows a lot of respect for the concept of sustainability. They have been collecting clothes for a few years. And now LOOOP has been developed. The aim is to recycle all materials by 2030 and to purchase them sustainably.
We think this is a great news and that is why we give LOOOP extra attention on our website.
For more information about how Looop works: https://www2.hm.com/en_gb/life/culture/inside-h-m/meet-the-machine-turning-old-into-new.html.