CLOSING THE LOOP | H&M

G lobal retailer H&M’s 4-year running initiative to marginalize the impact of fast fashion on our environment has seen a total of over 40 000 tons to date of unwanted garments being dropped of at various stores across the global 65 markets they reside in.

The initiative runs throughout the year, and with Spring’s imminent arrival in the Southern Hemisphere, H&M South Africa have kicked off the “Bring It” campaign with an apt slogan “Close The Loop”. According to a recent press brief sent out by the company, their goal is to increase the amount of garments collected, annually, in order to reach a total collected volume of 25,000 tonnes each year by 2020. The Press docket goes on to highlight the impact this campaign can have on decreasing waste consumption at landfills, while also encouraging shoppers to take on more responsibility when it comes to recycling their no-longer used or worn items.


Our Bring It campaign is aimed to drive awareness for our Garment Collecting Initiative. The initiative allows customers to bring in garments (a grocery bag filled) they no longer want, from any brand, and in any condition, which we will then recycle. In return, the customer will receive a 15% off voucher on their next purchased item from any H&M store.

On a more personal note, being a self-described minimalist, I’m someone who doesn’t own very much and, thus, more selective in what I purchase. Naturally, when H&M contacted me and explained more about the initiative and how I could get involved, it came as a huge relief to find a retailer who could help extend the loop on garments I no longer want or wear, especially considering the amount of garments bloggers can accumulate as part of our jobs. While very old/worn garments are recycled in to new fabrics, gently used items are sorted through and donated by the organisation who handles the garments and textiles collected by H&M. Through this partnership, a far broader reach of people can benefit from this initiative, while we as consumers can lessen our carbon footprint in the fast fashion economy.

The timing of the campaign aligned near-perfectly with the Retailer’s latest Studio Collection drop, which released globally a few weeks ago. I had eyed ( – and eyed some more) two or three pieces during a recent visit to H&M’s showroom, and after a few weeks of contemplating, it was the #BringIt campaign that had freed up the extra space in my closet. Below I styled two of the 3 items I picked up from the collection.

 

ABOUT THIS LOOK

H&M’s studio collection which launched globally a few weeks ago, is inspired by the raw urban streets of New York City.

“The Studio Collection is about strong tailoring and feminine shapes”

Shop The Look

Studio Collection White Shirt
Studio Collection Pleat Skirt

 

To learn more about the campaign, watch the brand new film directed by Crystal Moselle (launched in support to the global Garment Collecting campaign, Bring It) HERE.

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