Stockholm: Looop

Global retailer H & M is steadily stepping up its sustainability endeavours and has just revealed an installation at its flagship store at home base Stockholm. Created in collaboration with H & M Foundation, textile manufacturer Novex Textiles, and last but not least, HKITRA, a Hong Kong-based textiles and apparel research institute with which it has engaged in a recycling research collaboration since 2016, the Looop installation is in fact a clothing-to-clothing recycling system which enables to create new fashion items from redundant clothing. The initiative is part of H & M‘s goal is to ‘close the loop’ of fashion, and that second-hand clothing has value and shouldn’t be discarded. The recycling system aims to visualise this for shoppers and provide food for thought. Interestingly, Looop is an interactive installation as shoppers can actually the machines for a modest fee to recycle used clothing into new fashion items. All proceeds will be used for additional research on materials. H & M aims to switch all materials used to recycled or sustainably procured materials by 2030, already reaching 57% last year. The Looop installation will also be introduced to a select number of H & M stores worldwide in the near future.

H & M
Drottninggatan 56
111 21 Stockholm
Telephone: +46 33140000
Mon-Fri 10-7
Sat 11-7
Sun 11-6

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