It’s no secret H&M has dedicated it’s resources to creating eco-friendly clothing. In 2014, the Swedish brand is stepping it up a notch with a denim collection made entirely out of used clothes. That’s right!
Starting this February, you can shop five denim pieces made of recycled cotton from the brand’s Garment Collecting Initiative – which gave customers 20% discount for donated used clothes at the store. How much did H&M collect during their used clothes drive? An impressive 7.7 million pounds of used clothing.
“H&M’s Garment Collecting program offers an easy solution to avoid old clothes ending up in landfills, by encouraging their customers to bring in their old clothes to be recycled. The initiative is foremost an environmental project, a short term vision to minimize waste and landfill surplus,” says H&M. “The long term goal is to find a solution for reusing and recycling all textile fibers for new use. Any proceeds from the garment collecting project will be donated to the H&M Conscious Foundation. The money will be earmarked for investments in innovation projects for closing the loop on textiles.”
Shop the collection online and in stores this February.
