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H&M customers make old clothes into new

Tue 22 Dec 2020 | 12:37 pm GMT
Michelle Urquhart | Products of Change Writer

Customers can watch as Looop shreds clothes and spins them into new yarn

Customers in Stockholm’s Drottninggatan store can watch as ‘Looop’ – a new garment-to-garment recycling system shreds old clothes and turns them into new yarn to be used again Looop takes customers old clothes, cleans them, shreds them into fibres, then spins these into a new yarn. And shoppers can watch the entire process, which uses no water and no chemicals, inside the glass installation in real time. Pascal Brun, head of sustainability at H&M, says: “We are constantly exploring new technology and innovations to help transform the fashion industry as we are working to reduce the dependency on virgin resources. Getting customers on board is key to achieve real change and we are so excited to see what Looop will inspire.” For 100 Swedish kronor, members of the H&M loyalty club can use Looop to transform their old garment into a new favourite. For non-members the fee is 150 Swedish kronor. All proceeds go to projects related to research on materials. Looop is part of a bigger plan – with H&M’s ambition to become fully circular and climate positive. By 2030 it aims for all its materials to be either recycled or sourced in a more sustainable way, a figure that for 2019 was at 57%.
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