H&M, the high street fashion retailer, has launched its first ever campaign that focuses on behavioural change by encouraging consumers to recycle their unwanted clothes as it seeks to pave the way for “a sustainable fashion future”.
The campaign, created to promote World Recycle Week, was launched and will run for a week.
During the campaign, H&M aims to collect 1,000 tonnes of unwanted garments from customers, across more than 3,600 stores worldwide.
According to the brand, the initiative is one of the most extensive environmental projects it has ever undertaken and forms part of H&M’s long-term goal to “close the loop in fashion”.
“This is the very first campaign from H&M that focuses on behaviour change.
The campaign’s main function is of course to raise awareness and hopefully make recycling cool and interesting – we think it is. It is the first step towards a circular business model which is the way to a sustainable fashion future.” said Catarina Midby, UK sustainability manager at H&M.