Fashion

H&M Launches New Sustainability Initiative Called "Looop"

Transforming old clothes into new ones, right in front of you.

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H&M Launches New Sustainability Initiative Called "Looop"

Transforming old clothes into new ones, right in front of you.

H&M has continuously been at the forefront of sustainability when it comes to fast fashion brands, innovating and implementing new techniques and regulations in order to reduce its environmental footprint. Now, the Swedish retailer is adding to its efforts by introducing a new recycling system dubbed “Looop.”

The new “Looop” system is located in H&M’s Drottninggatan store in Stockholm, and transforms old garments into new pieces using the most eco-friendly method possible. First, the machine cleans and shreds pieces into base fibers before spinning them into new yarn. On occasion, sustainably sourced virgin materials will be added to bulk out the yarn, but is only done when needed. Using no water nor chemicals, the process makes for a lower environmental impact than standard garment production, and H&M aims to have all of its materials recycled or sourced sustainably by 2030.

The “Looop” machine is now open to public use, and takes customers through the recycling process first-hand. The new method costs kr100 SEK ($11 USD) for H&M Loyalty Members and kr150 SEK ($17 USD) for non-members to use, with all proceeds going towards material research.

If you’re in Stockholm, check out the “Looop” machine in the H&M store.

H&M
Drottninggatan 56
111 21 Stockholm

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