H&M has launched a clothing collection initiative that encourages customers to bring old and worn items to their stores. This is similar to Marks & Spencer’s ‘schwopping‘ campaign, however, H&M is the first fashion company to roll it out worldwide.
From February 2013, customers will be able to hand in used garments in H&M stores in all 48 markets. Any pieces of clothing, from any brand and in any condition will be accepted. In exchange for a bag of clothes, customers will receive a voucher. The clothes will then be handled by I:Collect, which reprocesses consumer goods and makes them available for new use.
Through this global initiative, H&M says customers can save natural resources and contribute to reduced environmental impact by avoiding textile waste. H&M set up its Conscious Foundation to support innovation on closing the loop on textiles. Karl-Johan Persson, CEO of H&M, said:
Our sustainability efforts are rooted in a dedication to social and environmental responsibility. We want to do good for the environment, which is why we are now offering our customers a convenient solution: to be able to leave their worn out or defective garments with H&M.