H&M calls for global movement with Bring It campaign

H&M Polokwane in Mall of the North is joining hands with the rest of the company to encourage recycling in the Bring It campaign. The fashion giant wants to close the loop on fashion by giving customers the opportunity to hand in unwanted garments to be reused or recycled.
In a recent media release, the retailer’s communications department says that H&M first launched its worldwide Garment Collecting initiative in 2013 and has since then collected over 40,000 tonnes of clothing. Customers can bring any unwanted garments and textiles from any brand and in any condition to any H&M store, all year round.
“An exciting film directed by Crystal Moselle was launched in support to the global Garment Collecting campaign, Bring It. The campaign raises awareness on the importance of garment recycling. H&M wants to close the loop on fashion by giving customers an easy solution to hand in unwanted garments so they can be reused or recycled through H&M’s garment collecting initiative. By doing so, less garments go to landfill. The Bring It film tells the journey that unwanted garments go on after they have been collected in store. Through inspiring stories the film illustrates how the lifespan of a garment can be increased to keep it in the loop for as long as possible,” the media release states.
In 2014 H&M also introduced its first Close the Loop collection, made with recycled textile fibers. This was an important step in closing the loop for fashion. H&M customers can find garments made of sustainable materials in all stores, tagged with a special green tag showing the details of the material.
To provide fashion and quality at the best price in a sustainable way, H&M’s ambition is to work towards a change in the way fashion is made and enjoyed, according to the media statement.
“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. In turn, this will help to save natural resources and ensure that zero garments go to landfill.”
The film can be viewed on Youtube and more information on the campaign is available on the H&M website at www.hm.com.

Story: MARKI FRANKEN
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