Calling on all the friends of the environment, H&M has launched the new "Bring It" campaign to create a global movement towards recycling unwanted garments. H&M first launched its worldwide Garment Collecting initiative in 2013 and since then the company has collected over 40,000 tonnes of clothing.
The goal is to increase the amount of garments collected every year so that they reach a total collected volume of 25,000 tonnes per year by 2020.
The campaign raises awareness on the importance of garment recycling. H&M wants to close the loop on fashion by giving customers an easy solution to hand in unwanted garments so they can be reused or recycled through H&M’s garment collecting initiative.
By doing so less garments go to landfill. In 2014, H&M also introduced its first Close the Loop collection made with recycled textile fibers - an important step in closing the loop for fashion.