H&M Turned Your Unwanted and Unused Outfits into Distressed Jeans
H&M turns hand-me-down clothes into new denim clothing line for 'Close the Loop' fashion
In 2013, Hennes & Mauritz, or popularly known as H&M, launched a clothing recycling program. They asked their shoppers to donate unwanted and unused clothes in the boutique stores. Two years later, the recycling incentive has come to fruition. H&M is now launching the new denim line called Close the Loop.
Close the Loop is all about fashion for the future. H&M has been very outspoken about sustainability, which is the ultimate driving force behind this clothing line.
“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,” said H&M CEO Karl-Johan Persson.
H&M will debut Close the Loop featuring 16 new denim styles that cater to men, women and children. For the men, there are distressed pants, jogger pants and denim jackets. For the women, there are jeans, jackets, jumpsuits and dungarees. For the kids, there will be hoodies with cute animal ears, hooded shirts, distressed jeans and sequined jeans too.
More than tapping into fashionable and trendy styles, H&M’s bigger goal comes to play here. Through using this closed loop system for the textile it uses, the clothing company helps reduce the impact that the fashion industry has on the environment. As a result, the new denim line is made out of a combination of organic and recycled textiles, materials that could’ve just taken a spot in the landfill.
Currently, H&M uses 20 percent recycled material on their clothes, yet, the company aims to increase this percentage without sacrificing the quality of the merchandise. H&M will have to invest in a new technology to make this possible. In the years to come, H&M wants to increase this percentage to 300 percent.
Close the Loop is set to launch this September and will be available in-store and online stores. Nonetheless, if you’re looking to support more sustainable fashion projects, check this one out from Livia Firth.
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