The only rule to fashion is recycling, says H&M

In 2013, the apparel retailer launched a campaign of giving $8 shopping vouchers to customers who brought their unwanted clothes, irrespective of the brand, to its store. Through this Garment Collecting Initiative over 18,000 tonnes of textiles were received, mentions a press release from H&M.

The collected textile from the last two years has been used to create the latest collection of denims that are now available in stores and online, the release adds.

With the new 'close the loop' campaign, the company wants to reduce the amount of textile waste, minimise the use of original resources, and save the planet. (HO)

ALCHEMPro News Desk – India