There’s always a loophole and H&M has figured out a cool way to take their sustainability efforts up a notch.
We are thrilled that the fashion industry has been heading towards more sustainability in the past few years, and it’s surprising to see how we can foster changes to our fashion products without compromising quality. It does not only mean ethical clothing feels good, but it also makes it a lot more affordable. Why grow more cotton when you can use an old cotton shirt to make a new one? That’s what ‘Looop’ by H&M is all about: circular fashion.
H&M is now offering customers in Sweden the possibility of transforming unwanted garments or textiles into new pieces in the most eco-friendly way. The world’s first-ever recycling system Looop, just like its namesake, helps closing the loop on fashion with this container-sized machine that is born to encourage customers to hold onto old textiles. The simple reason is that they are valuable and shouldn’t go to waste.
[All image courtesy of H&M]
Looop opens to the public
Looop is now open to the public at one of the Drottninggatan stores in Stockholm. It is the first time a fashion retailer has presented its garment-to-garment recycling system to the public. Why so? When customers can see the change with their naked eyes and can observe the whole process, it’s more likely to inspire them to love their garments for a longer time.
The launch of Looop isn’t just a glimpse of fashion’s future, but a reminder to treat all clothes as a resource. No clothes are too torn to be recycled or deserve to end up in the trash. For circular fashion to work, recycling is key.
How does Looop work?
The machine uses an 8-step technique that dissembles and resembles old garments into new ones. First, the garments are cleaned, then they are shredded into fibers and spun into new yarn, which eventually is knitted into new fashion materials. However, some sustainably-sourced virgin materials may be added to the process, but they try to keep it as little as possible. Looop does not use water or any chemicals, thus, it has a significantly lower environmental impact in comparison to when producing garments from scratch.
H&M has always been striving towards becoming a more sustainable fashion industry. Back in 2013, H&M became the first fashion retailer with a global garment-collecting program and now with Looop, the fashion brand has definitely taken it to another level.