Ever wondered where all those unwanted clothes you dropped at H&M via its Garment Collecting initiative go to?
Well, they go to H&M heaven and get reincarnated as sustainable fashion. The best part? You get a 15% discount voucher by donating in the first place.
"Creating a closed loop for textiles, in which unwanted clothes can be recycled into new ones, will not only minimize textile waste, but also significantly reduce the need for virgin resources as well as other impacts fashion has on our planet," says Karl-Johan Persson, CEO of H&M.
The new denim pieces, made from recycled cotton and organic cotton, include for women three styles of jeans, from skinny to distressed 'girlfriend' jeans, plus a denim jacket, flared dungarees and a denim jumpsuit.
For men, there is a zip-up denim jacket, alongside two distressed slim leg styles, and a pair of joggers in coated denim.
There are kids pieces too, including a zip-up hoodie with cute animal ears, along with stretch jeans sequined at the knee, or a street style hooded shirt, with distressed jeans.
Today, H&M is able to use 20% recycled cotton from collected clothes, and is investing in new technology to increase this share without losing quality. This year, H&M has a target to increase the number of garments made with at least 20% recycled fabric by 300% compared to last year.
Why so serious?!
The collection will be available in all H&M Philippine stores this September.