H&M has partnered with I:Collect (I:Co) to launch a clothing collection initiative next year, the fashion retailer has announced.
Beginning February 2013, customers will be able to donate used garments — any piece of clothing will be accepted, of any brand — at all H&M stores in the chain’s 48 markets worldwide. I:Co then repurposes the collected clothes, and customers will receive a voucher for each bag of clothing they donate.
According to H&M, as much as 95 percent of clothes that end up in a landfill every year could be re-worn, reused or recycled. The company says it wants to reduce the environmental impact of garments throughout the lifecycle and create a closed loop for textile fibers.
In April, Marks & Spencer announced its Shwopping campaign, which also encourages customers to recycle old clothing at M&S clothing stores. The retailer, which set a goal of recycling as many clothes as it sells — 350 million a year — gives all of the “shwopped” clothes to Oxfam.
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