H&M launches latest recycling campaign with Bring It film

In a bid to reach its target of collecting and recycling 25,000 tonnes of clothing per year by 2020, H&M has released a new film to encourage customers to drop off their old clothes at their nearest H&M store.

The film, directed by American film maker Crystal Moselle, was unveiled by the global retailer today. It demonstrates through inspiring stories what happens when clothes are dropped off for recycling. For instance, some of the clothes are re-worn and some are transformed into fibres to be used in new garments.

H&M began its garment collecting drive in 2013 and since then has collected 40,000 tonnes of clothing. Garments from any brand in any condition can be dropped off at its stores.

In 2014 it launched its first Close the Loop collection made with recycled textile fibres and a new exclusive online collection consisting of two Close the Loop products, made entirely out of used denim, will be released shortly.

“Closing the loop is a central commitment of H&M’s work towards a sustainable fashion future. The aim is to create a closed loop for textiles, so that unwanted clothes can be reused and recycled to create fresh textile fibers for new products,” H&M said.

To find out more about H&M’s garment collecting drive and Close the Loop collections visit the sustainability section of the H&M website.